Do customers really see retail bank brands in Lego brick terms (Goodwill hunting, DW 15 January)?
The truth is probably more like ‘the shifty one’, ‘the greedy one’, ‘the unstable one’ and ‘the nationalised one’.
Some brands’ tones of voice aren’t helping. Being ‘the friendly one’ (with second-rate, innocent enforced jollity) suddenly makes it look like ‘the excruciatingly flippant one’.
It’s not the right language when it comes to turfing someone out of their home.
The trick will be to come across not just as a safe pair of hands, but also as honest, considerate and down-to-earth.
Design and language will help, but only if it reflects how banks think and behave.
Nick Parker, The Writer, by e-mail