‘Timeless rather than traditional’: Lloyds’ CMO on leading a ‘fintech transformation’
Describing the Lloyds Banking Group’s portfolio refresh as the UK’s “largest fintech transformation”, CMO Suresh Balaji still gets “butterflies” when making big brand decisions.
Two years into its five-year strategic plan, the Lloyds Banking Group is refreshing its portfolio of 16 brands in a bid to “deepen relationships” with consumers.
This transformation project includes the repositioning of Lloyds Bank under the leadership of CMO Suresh Balaji, who joined the group in 2023 on a mission to grow the brands and “get creative”.
“We want to continue to reimagine our brands as timeless brands rather than traditional brands,” he explains. “They need to be modern for every era and stand the test of time. Anyone who’s been at Lloyds Banking Group knows how to evolve quickly into the next avatar.”
