Gemma Elson explains Nationwide Building Society's
differentiated brand and purpose

We spoke to Gemma Elson about how Nationwide’s heritage is still relevant to today’s customers.

How do we stand out in a commoditised market? How can we create a more differentiated, relevant and authentic brand? Can brand purpose help us achieve long-term growth? These are questions that many companies asks themselves every day.

Gemma Elson, from Nationwide Building Society, shares how a once tired brand has found its differentiator through brand purpose and how it’s now being brought to life.


Find out more about how Nationwide brought to life their brand purpose through their poet campaign.