Positions please...

The UK mortgage market is probably one of the most competitive in the world. So how do you stand out from the crowd and make a real impact?

We have just launched a new website as the first part of a brand repositioning for National Guarantee. The mortgage provider has been a major player in the adverse mortgage market for a number of years, but with the market getting tougher and the competition getting stronger a rethink of the existing strategy and brand positioning were required.

Working alongside National Guarantee’s in-house marketing team we have helped to develop a new consumer-focused brand position to help provide better standout in the market and better conversion of enquiries.

The first part of the roll out is the website that went live this week. The site has been specifically designed to be both ‘search engine friendly’, as well as user-friendly with the use of streaming video.

The next stages of the campaign will incorporate direct mail, on and off-line advertising and even the language and tone used to deal with National Guarantee’s telephone responses. To view the new site visit www.nationalguarantee.com

For more information regarding brand strategy or brand (re)positioning, please contact Tracey Berman at traceyb@phoenixplc.com