Ron Shevlin Archive

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The Power of Brand Management

Does brand management really pay off for banks and credit unions? Or is branding just an empty and abstract concept propagated by consultants?

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5 Traits Of High-Performing Financial Marketers

High performing banks and credit unions grow checking accounts 7x faster and loans 4x faster than everyone else. What are they doing differently? Find out here.

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Should Financial Marketers Measure Net Promoter Scores?

Many marketers like the simplicity of net promoter scores. But do these numbers correlate with business performance? Or are there other metrics you should be measuring instead?

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The Empty Promise Of Big Data

An expert on banking analytics outlines 3 reasons financial marketers should dodge the “big data” trap and dump the term completely. A good discussion ensues.

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Top 10 Best Banking Blogs – Readers Choice 2012 Winners

The votes are in. With over 1,000 ballots cast by readers in the The Financial Brand’s poll, here are the top 10 bank marketing blogs of 2012.

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Measuring ‘Trust’ In Banking: A Misguided Metric

Why financial marketers should disregard studies about levels of consumer trust in the banking industry.

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Marketing’s (Only) Three Challenges

Marketing's job is to acquire the right customers, retain the right customers, and grow relationships with the right customers. And that's it.

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9 Critical Ways Financial Institutions Should Rebuild Trust With Consumers

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?

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Should Financial Institutions Show Interest In Pinterest?

Pinterest is the social media flavor of the month. But a four-point marketing assessment suggests banks and credit unions should pass over it.

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Datamining Social Media Profiles for Actionable Intelligence

Can social media data drive financial marketing strategies or is this just a pipe dream?

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The Importance of High-Yield Checking Accounts in a Post-Durbin World

A new research report proves the increasing value of “Reward Checking” accounts to community financial institutions, and that Durbin’s impact will be minimal on such accounts.

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Social Media ROI vs. ROA: Put Your Money Where Your Word-of-Mouth Is

Even if your ROI is 200% on social media, there's no meaningful impact on ROA unless you make a significant budgetary investment.

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The Boston Globe and Banks vs. Credit Unions: A Misguided Argument

Why the Boston Globe and a pair of editorials about community financial institutions were grossly misguided.

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Mega Merger Creates Synergies…and Concerns

“For over a year, our Board of Directors has been searching for a replacement. Benson Porter, Addison Avenue’s current President and CEO seemed like a great match, but there was one problem,…

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Notably Quotable: “I love to share everything on Twitter”

"The eureka moment was when banks decided to strive to become retailers. They lost their perspective and ultimately our trust." -- Howard Milton, founder of branding agency Smith & Milton "Forget direct…

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PR Completely Overshadows Ads as Financial Crisis Lingers

People don't want to hear what most financial institutions have to say right now...that is, unless they are apologizing. As a recent Newsweek article points out that “Public anger at financiers is…

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