Financial Services & Bank Branding

The Many Colors of Branding Success

Every year, Fortune ranks the world’s top companies across a range of criteria. Looking at the classic Fortune 100, the more recent list of Unicorns (private startups that are valued at $1 billion or more), and other lists, we were curious to see how color was used in the brand identities of these successful…

Millennials Are Buying for Businesses. What Does This Mean for Your B2B Brand?

Millennials. Generation Y. Whatever you call them, consumer brands understand the importance of the huge cohort born between 1980 and 2000. Whether they think millennials are refreshingly confident and engaged, inappropriately self-centered and entitled, or some combination of the two, marketers realize they are critical to the success of consumer businesses, responsible for $600…

Launching a New Financial Services Brand: A Look Behind the Scenes

At a recent Financial Communications Society lunch, Jaime Kalfus, Global Head of Brand Experience at J.P. Morgan Asset Management, presented a behind-the-scenes look at the creative strategy driving the firm’s new brand campaign. We were intrigued to see how her experience of the challenges in developing a specialty financial services brand…

Can Brand Guide Wells Fargo Out of Their Scandal?

It’s been a few months since the initial shockwaves from the Wells Fargo scandal stole headlines and took over public discourse. In a true sign of the times (or perhaps the results of a presidential election that felt more like a reality TV show), the public (or at least the media) seems to have…

Stronger Together: How Brand Drives M&A Success

According to the Harvard Business Review, “study after study puts the failure rate of mergers at somewhere between 70-90%.” More often than not, brand is not promoted or leveraged to provide unity, clarity and solidarity during this critical inflection point, yet brand can make all the difference between success and failure for the companies…

Stop Blaming Your Tagline!

There are two assumptions about taglines we often hear during branding initiatives. They go something like this:

#1: To stand out, a company needs a tagline.

#2: When a tagline fails to catch on (and therefore fails to help a company stand out), it’s because it wasn’t very good.

The tagline’s promise…

Navigating Disruption in Financial Services: How Brand Can Help

Depending on your outlook, the financial services industry is either an incredibly scary or extremely exciting place to be right now. More than any other industry, financial services companies are facing a paradigm shift brought on by the perfect storm of digitalization, increased regulatory scrutiny and changing demographic profiles and preferences of both clients and…

Brand Dividends: Why Investors Should Be Part of Your Equation

We recently partnered with a fast-growing data analytics company. It had successfully leapfrogged larger, more established competitors by providing hand-on, high-touch, over-the-top customer service. Branding around this level of service was a no-brainer, right? Well, maybe not. The company was preparing to go public. High-touch service is a…

Do Companies Need to Treat Employees and Recruits More Like Customers?

Earlier this year, Harvard Business Review published an interesting report charting what millennials across the world want from work. Their hypothesis was that, to date, much of the research done on millennials has been skewed towards a more Western population. Their findings point to some key differences across cultures that hold important implications for employers…

Innovation: Show Don’t Tell

If we had to sum up B2B branding in 2015, we would do it with one word: innovation. It has been a recurring theme in almost every one of our conversations with B2B companies in recent months. From the CMO to the CEO, B2B executives have been laser-focused on building brands that convey innovation…

Brand Influence Guide: Asset Management

Branding and Asset Management: Research Findings from desantisbreindel
How effective are asset managers in communicating a differentiated value proposition? What are the key drivers of the asset management brand? And what are the most effective channels for connecting with key audiences? These are some of the questions we set out to answer in the Brand…

What is the Role of Branding in Asset Management?

Officially launching next week, the Brand Influence Guide for Asset Management (BIG:AM) aimed to understand how effective asset managers are in communicating a differentiated value proposition to the marketplace, and if, and how, firms are leveraging brand to connect with the audiences most critical to their success. We partnered with the Institutional Investor Institute…