Lloyds rebrand no mere CMO vanity project says marketing boss [Video]

As part of The Drum’s Finance & Utilities Focus, Suresh Balaji gives us the inside scoop on the banking group’s recent refresh as it prepares for a digital future.

“This brand refresh isn’t for the sake of brand refresh – it isn’t a new CMO vanity project,” says Suresh Balaji, chief marketing officer at Lloyds Banking Group, acknowledging the tradition of incoming chief marketers wanting to rip up the rule book.

Lloyds refreshed brand is the result of some major existential questioning about the future of its business. “How do we create a bank that is fit for the future? What would it take for us to create a modern, next-generation financial services business that will withstand the test of time?” are the questions Lloyds senior leaders have been asking, Balaji says.

Balaji was brought in as chief marketing officer a year ago to “reimagine” the Lloyds brand as part of a wider business transformation spearheaded by its group chief …

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