With the arrival of the financial crisis in 2008, Barclays were forced to evolve their value-led communications model. The business issue was a fall in savings balances and a boom in current account balances, as nervous consumers preferred to keep their money easily accessible. Communications tackled this behaviour by rebuilding customers’ trust in the brand. Barclays addressed customers’ fundamental need for control through a positive and action-led campaign designed to help them manage their money better. As a result, brand perceptions dramatically improved and the account trend was reversed. Communications also drove incremental sales, delivering £6.78 in payback for every £1 spent.