1997
DOI: 10.1108/02652329710175253
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Breaking the monolithic mould

Abstract: Explores the implications of Midland Bank's attempts in the mid-1980s to adopt an endorsed corporate identity strategy and to brand its personal financial services. Sets out the reasons why banks have traditionally applied monolithic identity systems and eschewed explicit branding, and presents Midland's reasons for challenging that paradigmchiefly the nature of its group structure and its desire to segment its personal market more effectively. While the Midland approach was not a commercial success, it provid… Show more

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Cited by 30 publications
(22 citation statements)
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“…The dominance of generic corporate identity in the British banking industry is also highlighted in Morison's (1997) thesis. Drawing from a case of Midland Bank (Now HSBC), Morison (1997) argued that the generic nature of corporate identity in the British banking industry manifests through the adoption of a monolithic identity system, which allows major operators of this industry to pursue a variety of business activities in the name of their parent banks.…”
Section: Wwwccsenetorg/ijmsmentioning
confidence: 99%
See 4 more Smart Citations
“…The dominance of generic corporate identity in the British banking industry is also highlighted in Morison's (1997) thesis. Drawing from a case of Midland Bank (Now HSBC), Morison (1997) argued that the generic nature of corporate identity in the British banking industry manifests through the adoption of a monolithic identity system, which allows major operators of this industry to pursue a variety of business activities in the name of their parent banks.…”
Section: Wwwccsenetorg/ijmsmentioning
confidence: 99%
“…Drawing from a case of Midland Bank (Now HSBC), Morison (1997) argued that the generic nature of corporate identity in the British banking industry manifests through the adoption of a monolithic identity system, which allows major operators of this industry to pursue a variety of business activities in the name of their parent banks. Morison's (1997) thesis traces the failure of the banks to develop a pluralist corporate identity to three important issues. First is a similarity in the banks' corporate history with reference to how these banks developed, grew and expanded over time.…”
Section: Wwwccsenetorg/ijmsmentioning
confidence: 99%
See 3 more Smart Citations