Comments on: Integrated Luxury Brand with Lush Branch, Gorgeous Website

By: Editor

Editor — Thu, 11 Feb 2010 19:51:20 +0000

I’m not sure Goldwater would agree that the web represents their most “important marketing channel.” These guys are different than your typical bank. They are all about private banking, which normally means in-person meetings. Goldwater is using their online channel to say, “See this… This is what you can expect when you come in to Goldwater.” If you look at most other private banking websites, they will mostly feature photos of serious-but-smiley business types.

Goldwater is selling its branch experience, arguably its strongest- and most-important brand asset.

By: Shawn

Shawn — Thu, 11 Feb 2010 18:09:58 +0000

I disagree.
There appears to be a disconnect between the website and the luxury brand.

The colors are rich but from a design standpoint it looks strictly square and out-of-the-box.

You can tell this site was done by a web development house and not a marketing agency with an eye on the brand and how best to express it through the most important marketing channel ever: the web.

By: Luxury bank struggles to make website just as luxurious | Life @ Backbase

Luxury bank struggles to make website just as luxurious | Life @ Backbase — Mon, 08 Feb 2010 09:06:30 +0000

[...] The Financial Brand writes about Goldwater Bank’s new website, which is a reflection of Goldwater’s upscale image. Their branch offices look more like posh hotel lobbies than the usual slightly run-down brownish interiors of many other banks. The article mentions Goldwater’s luxury offline amenities like concierge and couriers. So let’s take a closer look at their new website, and see whether it provides the same luxury experience. [...]

By: Jeffry Pilcher

Jeffry Pilcher — Wed, 23 Jul 2008 22:47:16 +0000

Ha, I caught the “Changing Your Marital Status” thing too. I love looking at the various ways financial institutions tackle lifestage marketing. To me, this was the most interesting part of the site.

By: Marc Sanders

Marc Sanders — Wed, 23 Jul 2008 21:03:35 +0000

Interesting site for Great Wisconsin. Seems like (young/active) women are the target. They present it well as to not be exclusionary towards men, but it isn’t hidden. I like the “Changing Your Marital Status” section…with links for those on the way in (getting married) and out (getting divorced).

By: Ben Rogers

Ben Rogers — Wed, 23 Jul 2008 14:33:31 +0000

Check out Great Wisconsin Credit Union: http://www.greatwisconsincu.org

It’s not quite Goldwater obvious, but can you tell what their target market is after a few clicks through the site?

By: Jeffry Pilcher

Jeffry Pilcher — Tue, 22 Jul 2008 16:22:18 +0000

Thanks for the comment Marc. You’re absolutely right, this idea can play in any market with a concentration of affluents.

Branding is all about differentiating in a relevant way. Goldwater had done this — in one swoop, simply by narrowing its target audience down as finely as possible/practical. They are able to connect with their customers by providing a solution unlike other banks (differentiated) that aligns with their target’s lifestyle (relevant).

They would have never ended up with this brand if they had said their target audience is “people ages 25-55, with a slight focus on women.”

By: Marc Sanders

Marc Sanders — Tue, 22 Jul 2008 15:35:39 +0000

Great concept, one that I think has traction in a lot of markets.

I did get a kick out of the graphic they used to represent “Remote Capture.” As FI’s we still seem to have trouble describing this service properly to our customers (and in this case – describing it properly to the web designer!!).

ps: Great site! Keep up the good work.

By: Jeffry Pilcher

Jeffry Pilcher — Tue, 22 Jul 2008 02:42:24 +0000

Agreed. Thanks for doing the extra legwork to investigate!

By: Robbie Wright

Robbie Wright — Mon, 21 Jul 2008 20:20:17 +0000

Looks pretty sweet! I was totally let down when I took a demo of their online banking. If you've got kick ass digs like that, you've gotta have an online banking interface to match.