Is a rebrand in your future? Don’t do anything without this list of five must-ask questions.   GET THE LIST

Marketing Strategy Archive

A Great Campaign That Raises a Question of Social Media Ethics

Anyone with a dry sense of humor will love the "I Love Fees" campaign from Coast Capital Savings up in British Columbia. The tongue-in-cheek promotion makes fun of Canada's big five banks…

More

Lessons from the Chase/WaMu Merger on Twitter

[Editor's Note: This is a follow-up piece to yesterday's article from Freddy J. Nager, "The post-WaMu blues: Chase has lost ‘that lovin' feeling." Chase just recently completed remodeling WaMu's branches which has…

More

Rescued Dog Stars in FAB&T Kids Marketing Program

A casual lunch turns into a massive overhaul "The single biggest thing to happen to us this year has been the rebranding of our kids savings account." -- Roger Sundermeier, FAB&T VP/Marketing…

More

Barclays Has Fun with ‘Water Slides’

To promote its new contactless payment technology, Barclaycard made a TV spot featuring a fantasy water slide. Conceived by creative agency Bartle Bogle Hegarty and shot in São Paulo, the TV spot…

More

Q&A: Youth Marketing for Financial Institutions

The Financial Brand sat down with James Flores, head honcho of Subcat Marketing. Subcat specializes in helping financial marketers reach "sub-categories" such as kids, teens, young adult and family markets. The agency…

More

Trend Alert: Online Financial Makeover Reality Contests

This year, credit unions across the country are offering "savings challenges," reality-based contests in which selected finalists compete to achieve specific savings and debt reduction goals (see 8 examples below). Participants work…

More

Censored! Federal Agencies Afraid of Fear Mongering

NCUA quashing any form of finger pointing Last month, a credit union lodged a complaint with the NCUA about a rival credit union's website. The credit union wasn't happy that Glendale Area…

More

Ratings Agencies: How to Say You’re Safe and Sound with Zero Credibility

New York Life is just one of the financial institutions continuing to see value in ratings agencies like Moody's, S&P and Fitch. New York Life continues to tout their triple-A rating as…

More

The New Art of Measuring Marketing’s ROI

When financial marketers bring up new media tools, it's quite common for CEOs to ask questions like, "What's the ROI of having a blog?" Marketers say, "It doesn't cost anything" (which isn't…

More

Are Piggy Banks Dead?

Piggy banks are an international symbol for "savings." They have been used as fun, friendly creative devices by financial marketers for years. If piggy banks weren't dead at the outset of the…

More

Capitalize on Banking Mergers and Steal More Relationships

"If there's anything that could dislodge a customer, a merger is it." -- Anita Gentle Newcomb Banking Consultant Economic turmoil and the crisis in the financial industry has created an upheaval in…

More

Your Deposits Are Up… So What?

"Deposits are the lifeblood of banks." -- Bob Chapman, President Bank of the James These days, you hear about a lot of financial institutions seeing huge increases in their deposits. Some financial…

More

Meltdown Marketing: 3 Things Credit Unions Must Do

No matter how the financial rescue plan unfolds, the financial industry as a whole will not go back to the way it was. This challenging economic climate provides a historic opportunity for…

More

Countybank Cooking Up Biscuits for Breakfast

It looks like a fresh-baked biscuit. But it's really a direct mail piece (pictured above) sent out by Countybank down in South Carolina. (You can see the inside of the mailer below.)…

More

Westpac Rolls Out Free Checking with “Truth Pod”

Westpac Bank in Australia took a plain-looking red booth, something it calls the Truth Pod, around to various locations across Sydney. People who ventured into the unbranded booth were asked what annoyed…

More

Credit Union Marketing Budgets: Too Much, Too Little?

The average marketing budget for most financial institutions (banks or credit unions) at any asset size should be around 0.1% of total assets. BofA, at $1.9 trillion, budgets $2.0 billion for marketing…

More

BNZ’s “Out of the Box” Brand

The Bank of New Zealand, now known simply as BNZ, has been doing some interesting things with their brand lately. They're retailing off-the-shelf financial products - literally, in boxes. They've got an…

More

How to Build Relationships with Branch Avoiders

Be honest. If you didn’t work in the financial services industry, how often would you step foot in a branch? So how can financial institutions build relationships with those who prefer avoiding…

More

Credit Union Gives Fleet of Cars to Staff

United Community FCU just gave brand new 2009 Chevrolet HHRs to 17 employees. The cars, wrapped from bumper to bumper with credit union graphics, cost $380,000. To pay for the campaign, the…

More

10 Things Your Bank Won’t Tell You

Check out this interesting article that came out yesterday, 10 Things Your Bank Won't Tell You. It's a candidly cynical perspective on financial marketing, and attacks many of the common messages financial…

More