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


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.

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