The Cambridge Unveils A Brighter Financial Future
Members welcome a radical rebrand of The Cambridge Building Society as
2011 heralds an evolution in the Society’s history
Thursday 24 March 2011 sees the unveiling of The Cambridge Building Society for the future. The rebranding journey of The Cambridge has been a significant one, ensuring that it preserves the core values which have provided financial security and outstanding personal service in the heartland of East Anglia since 1850.
Early stages of the new brand identity demanded extensive market research, forward-thinking creative concepts and, most importantly, the involvement of existing members. Anonymous focus group events took place across the region in order to gain valuable insight and ensure that The Cambridge could truly deliver what people really want. The outcome was overwhelming and has been integral to the shaping of the business strategy which is clearly focused on continuing to meet members’ changing expectations for the next generation and beyond.
Today’s Cambridge Building Society customers called for a confident fresh look: something vibrant that reflects optimism and a positive approach, far friendlier than a faceless bank, yet still with all the relevant products that are so essential to local communities.
This brand evolution looks set to strengthen the position of The Cambridge, and its vision for the future is to ensure that the Society and its members continue to prosper – safe in the knowledge that they belong to an organisation that is secure, professional and progressive, all crucially valuable assets in modern times.
Stephen Mitcham, Chief Executive of The Cambridge, states: “The Cambridge Building Society is a financially strong business. We are now using that strength to invest in the business and to date we have invested in the region of £750,000 to help refresh our Society and in doing so will be offering improved and expanded products and services to our existing members. This investment will also deliver a proposition that will be attractive to people who in the past haven’t even considered or in many cases haven’t even heard of The Cambridge.
“Throughout 2010 we have been out and about listening: listening to our staff, our existing customers, our suppliers and to non-customers. This increased focus on understanding our
members’ needs has proven invaluable and we are absolutely committed to maintaining a close working relationship with our customers going forward. What we have heard are two clear and
resounding messages: first, don’t give up on the values that have underpinned the Society over
generations, namely:
- Integrity
- A demonstrable commitment to the communities in which we live and work
- The commitment to deliver a level of personal service that is hard to find anywhere else – most of all, don’t be a BANK
Second, be more visible, vibrant and confident. We have taken those messages on board and used them to shape everything we have been working on over the last year to unveil this evolution. Proud of our 161 years of history we are confident that The Cambridge has a bright and vibrant future for
many years ahead.”
A long and illustrious history
The Society was born on 19 January 1850 and the stated objects of the organisation – to make every man his own landlord and to be independent and open to all – are still the foundations on which The Cambridge operates today. There have indeed been one or two changes and challenges over the years as The Cambridge has grown from humble beginnings to a robust and prosperous organisation. It has survived the Great Depression, two World Wars and recent economic meltdowns to become the 14th biggest society in the UK. Throughout its history the Society’s dedication to serving the local community has always remained at heart of The Cambridge.
Over the years, through generations of members, The Cambridge has played a major role in supporting regional organisations and local people by providing competitive rates, secure investment opportunities and excellent customer care. This commitment continues to go from strength to strength as The Cambridge strides forward into a new era.
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Notes to editors
- Established in 1850, The Cambridge is an independent, mutual organisation with over 130,000 members and assets of almost £900 million.
- The Society’s head office is based in the centre of Cambridge supporting a network of 19 branches located in the majority of nearby towns and surrounding villages within a 30-mile radius of Cambridge.
- The new brand colours represent the four core service lines provided by The Cambridge: SAVINGS – MORTGAGES – INSURANCE – LIFE ESSENTIALS.
Media contact: For further information, interviews and images, please contact Mobas PR Hellena Barnes E: hellena.barnes@mobas.com or Suzie Young E: suzie.young@mobas.com T: 01223 841699
By The Cambridge on Wednesday 23rd March 2011
