Five Into One Goes

Barclays Wealth integrated five disparate wealth-management businesses into a single master-brand. Its seamless brand platform, created end-to-end by one agency, differentiated it as the only truly customer-centric brand in a crowded category. As many competitors lost customers, Barclays Wealth went from being an unknown to the most preferred brand and became the fastest-growing brand, in terms of revenues, clients and profits.
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