Barclays bounce back hard to communicate

LEGENDARY BANK robber Willie Sutton famously said he robbed banks because “that’s where the money is” and Barclays is proving him right once again as it reports profits in excess of £6bn. CEO Bob Diamond is quoted as expressing disappointment saying “The returns we are currently generating will not be acceptable to our shareholders over the medium term.” All of which raises a brand issue where the public fed on a diet of banker bashing sees the numbers (and bonuses of over £3bn) as obscene. Barclays in common with all banks have a real communications job on their hands to rehabilitate themselves and it’s not clear at this stage how sponsoring the Premier League fits with this objective. - 15/2/2011