NS&I: What does brand heritage mean to consumers and does a brand’s heritage resonate in a modern world?

NS&I, a savings bank company, uncovered what brand heritage means to consumers by launching semiotic research to reveal thematic narratives around how heritage is harnessed by brands in the UK.

Campaign details

Brand: NS&I Agency: Discovery Country: UK

Synopsis

NS&I have a long history stretching back to 1861, it's something they've traditionally referenced over the years, but had not recently investigated if talking about it was relevant to consumers.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands