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What Banks Really Need to Know about Branding in Shifting Market Dynamics

DeSantis Breindel Leads Critical Discussion at the 2012 ABA Marketing Conference

What role can a brand play in a bank’s success? This is the question that Seth Margolis, Brand Strategist at B2B branding and marketing firm DeSantis Breindel addressed during his presentation at the American Bankers Association (ABA) annual Marketing Conference in San Diego this week.

“Trust in banks is at an all time low,” explains Margolis. “Now it’s more critical than ever for banks to re-evaluate the way they define themselves and tell their story.” In his presentation, What Banks Really Need to Know about Branding: The Agency Perspective, Margolis showed attendees how an agency develops and implements a brand, from research and strategy to brand implantation at every touchpoint. Engaging customers was a key focus. “The challenge for banks right now is to answer the fundamental question: why should customers care?” said Margolis. “A brand can play such an important role in communicating a bank’s true value proposition and differentiating it from competitors. There is an opportunity right now to really leverage branding to engage, and in some cases, re-engage with customers who have lost trust in the industry.”

The annual event held by the ABA, the preeminent industry trade group representing the U.S. banking industry, began on Sunday, with a focus on an overarching question, “How do you put together the best marketing mix for your bank, your customers, and your community?” The conference took place over three days, with speakers from agencies and banks across the country leading a series of discussions related to how branding and marketing can effect transformational change within the banking industry.

DeSantis Breindel helps companies, including financial institutions, successfully navigate critical moments of change by leveraging smart branding and marketing strategies. With banking at a decisive inflection point from the continued fallout of the financial crisis of 2008-2009, it was fitting that the firm was invited to speak on the importance of branding in rebuilding confidence and loyalty.

About American Bankers Association
The American Bankers Association brings together banks of all sizes and charters into one association. Its mission is to serve members by enhancing the role of financial services institutions as the preeminent providers of financial services. ABA works to enhance the competiveness of the nation’s banking industry and strengthen America’s economy and communities.  Its members–the majority of which are banks with less than $165 million in assets–represent over 95% of the industry’s $13 trillion in assets and employ over 2 million men and women.