How Virgin Money is ‘turning the lights back on’ with brand storytelling push
With its new brand proposition, Virgin Money is hoping to bring banking to life for customers and set the business up for success following its buyout by Nationwide.
Virgin Money is on a mission to differentiate itself from its competitors in the banking sector with a focus on taking brand storytelling to the next level.
With a background in financial services, retail, travel and telecoms, CMO Emma Isaac joined in November 2023 from her role as head of marketing at Waitrose and embarked on a “classic process” of granular segmentation and focus on brand positioning.
The result is the ‘Add extra to ordinary’ campaign, which kicked off in January on social media and is rolling out with new iterations across PR and influencer content this month. The focus is on a target audience who have had a positive experience with one or more of the Virgin brands, known internally as VFans.
