The Forum Buzz: Natwest proves its Mettle

Alex Sword

Alex Sword

Editor

The Financial Services Forum

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Food for Thought: NatWest proves its Mettle

NatWest’s fintech brand Mettle debuted its first above the line ad last week from agency Fold7, featuring an army of sole traders and freelancers throwing off the shackles of the 9 to 5.

Mettle’s product is a free digital banking app for businesses, targeted at what it says is a growing number of self-employed people across the UK. It’s an interesting example of an established name using a sub-brand to achieve a new positioning, as brand and user experience become increasingly entwined.

This can offer the best of both worlds. The subtle “by NatWest” at the end of the ad also brings the weight of the NatWest brand and the trust associated with it.

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