Financial Services & Bank Branding

Financial Services Marketing 2014: Best Content of Q3

The “Best Content” series brings you a handful of the most thought-provoking and informative articles, reports and interviews related to financial services branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience.

Robo-Advisors Vs. Financial Advisors
How worried should financial advisors be of robo-advisors? As…

Can Asset Managers Compete Globally With a US-Based Brand?

What will asset management look like in five years? With business and technology becoming global at a more rapid pace than ever before, this is an increasingly ominous question. PwC, in a recent report titled “Asset Management 2020: A Brave New World,” put forth their predictions after two years of research. With our particular interest…

Spreading Impact: How Goldman Sachs Builds Awareness of its Citizenship Program

Detroit is a city rife with possibilities and the drive to pursue them. The city, though, has a gaping problem: its economy makes it difficult for businesses to thrive. So Goldman Sachs is taking their 10,000 Small Businesses initiative to the recovering city, as MSNBC’s Morning Joe explored in a segment featuring Warren…

What’s in a Name (Change)?

Some firms change their names to signal a change in their company and brand, while others change their names as a response to a crisis situation. The latter is the case with SAC Capital, which announced on Tuesday that as of April 7th 2014, it will be known as Point72.

After being in a very…

A Tree Grows in Mutual Funds: Does the Name Define the Product?

Trees are symbols of maturity and wisdom, of resilience and sturdiness. So perhaps it should come as no surprise that so many mutual funds choose to name themselves for them. As we see it, the sense of long-term security that tree names convey may be particularly appealing to people saving for retirement, exactly the…

What They Say: New Research Reveals Importance of Closing Brand Gaps

As brand strategists, we’ve always been interested in the ways in which a brand can help organizations navigate inflections points – those moments of transformation and transition that change companies in very real and meaningful ways. What people often forget is that those inflection points can be as much a result of internal changes – a…

How Can a Corporate Brand Minimize ‘Key Man’ Risk?

Much has been written about ‘key man’ risk — the danger for corporations that rely on one or a few individuals — and its impact on business value. Fashion firms with a celebrity designer, for example, or asset management firms with a star investment manager, are particularly vulnerable. Yet, even large, global firms can be exposed.

Last…

Banking on Disruption: What Banks Can Learn from a New Breed of Competitor

The digital revolution is forever changing how customers choose and use financial services. In his new book, Bank 3.0, Brett King argues that banking is no longer a place you go, but something you do. As we examined in a post earlier this year, there is a fundamental shift taking place in how people…

Rebranding? Bank on Employees First

It’s no secret that Bank of America has suffered some reputation hits since the financial crisis – from high-profile lawsuits blaming the bank’s lending practices for the housing bust to public outcry over plans to charge new fees to checking account customers.

Most recently, the bank received the worst score of the four…

The Emerging Markets Opportunity in Financial Services: How Brand Can Help Drive Growth

Recently, an asset manager client asked us to produce a film aimed at attracting new investors. With half of their investors based outside the U.S., including a growing number from emerging markets, the firm needed a consistent and compelling way to introduce themselves and give investors a peek “inside” the firm. The film introduced…

Bank 3.0: The New Definition of Customer Service

Banking is no longer a place you go, but something you do. This is the underlying argument in Brett King’s book, Bank 3.0 (an update to 2010’s Bank 2.0), which examines the widening gap between how customers choose and use financial services and the experience and services that traditional banks are…

Meeting the Mindset of Your Clients: Why B2B Marketers Should Consider Psychographics

In late September, we attended the Journal of Financial Advertising & Marketing Forum, a gathering of thought-leaders and experts in the world of financial marketing discussing the current state of the industry, and where financial marketing is headed in the future. While much of the discussion was focused on the state of social media…