You sort of have to like First Direct, their very DNA is about change/adaptation and service, things that are central to good business and to great brands. I now like them even more because they have launched Little Black Book.
1/3 of all First Direct customers were recommended the service by other customers, so what better application of social networking then to create and exclusive recommendation app for “people like us” – Little Black Book.
I like it because it is born out of the brand, fits the brand and has a purpose – the key things for a social network to be succesful. I also like it because it is a bank thinking differently in times when thinking differently will undoubtedly take more courage.