For all the talk about "brands" and "branding," there's a lot of confusion about what these terms mean, even among marketing VPs and CMOs at big banks and credit unions.
Consumers view most banking brands as undesirable and undifferentiated, making the battle cry ‘Differentiate or Die’ more relevant than ever for financial institutions.
What is a brand book? Who are they for? What goes in them? Here’s a comprehensive guide with answers to all your questions.
Here are nine ways consumers weigh their trust in banks and credit unions. How does your financial institution perform, and what weak spots do you need to fix?
Less than half of the public trust financial services and banks to do what is right, making them the least-trusted industries on earth for the second year in a row.
A big Australian bank tries fixing its mistake by resurrecting an old regional brand it took over -- and retired -- just a few years ago. The new look resembles the City of Melbourne’s brand.
First Cherokee Bank spawns “Acru,” a retail wealth management sub-brand that will gradually become the bank’s primary identity. It’s a smart, deliberate and patient way to reposition the brand for the future.
The scrappy UK startup has a bold, differentiated strategy, but critics say the bank's cheesy image and gaudy branches undermine its brand.
What makes your financial institution unique? If you can't recognize the differences, then neither can consumers who will be forced to compare you only on price.
The key to success in branding hinges on being different than your competitors in ways that really mean something to consumers. This elegant branding model breaks it down.
Marketers need to understand the distinction between their “brand” (which they don't control) and “branding” (which they control entirely).
Deutsche has spent millions to memorialize its rebranding project. See the bank's brand standards manual and unique BrandSpace museum.
No sophisticated strategies needed, just some commonsense lessons we all learned in kindergarten.