Articles by Jeffry Pilcher

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Are You Ignoring Gen-Y? Parents? Gen-Z?

Financial marketers often narrowly focus in on certain segments instead of giving balanced time to Gen Z, Millennials and everyone else.

Flagstar Bank’s “We’re Different” Brand Ads

It's never enough for a financial institution to just claim they're different. Financial marketers actually have to be different.

Frost Bank’s Luscious Brand-Building Ads

To run a bank brand marketing campaign isn't easy. It takes vision alignment and creativity, but that isn't stopping Frost Bank.

An Interactive Virtural Tour of BankWest’s Cool Branches

Interactive branches may be the way of the future. Check out BankWest's new virtual tour tool on its website.

Marketing Construction Loans On a Shoestring Budget

You don't need big bucks for big results when you have a good idea. Arizona State CU's new campaign brought in $2.3 million in four months.

Dallas Credit Union Launching ‘Young & Free’ Knockoff

Resource One Credit Union is using the winning design from the contest as its official “My Life, My Money” logo.

The ‘Community Credit Union’ Fallacy

Credit unions can’t just tack “community” onto their name and hope it works. Supporting a community charter takes strong marketing muscle.

If Service Is the Answer, What Is the Question?

Few banks do anything better than their peers. When you ask about their strengths, they'll often resort to "service" as a trusty fall-back.

Look at Bangor Savings Bank’s Brand Identity

The brand identity for Bangor Savings Bank illustrates many important principles of financial branding – consistency and focus among them.

WaMu Fantasy TV Ads.. “Whoo hoo!”

Some regard WaMu's campaigns as nothing more than a knockoff of a Homer Simpson expression. But you have to admit, these spots are different.

Economy Driving Credit Union Promo

Paul Economy, a VP and manager of a Member One Credit Union branch, is the star in his employer’s latest ad campaign.

Aussie Brokerage Rocks the Beatles With Slick Marketing Website

CommSec claims to be the first and only bank enabling Australians to get both cash and investment accounts in a single view with one login.

Bank & Credit Union Robberies – 2006 vs. 2007

The Financial Brand couldn't wait for the FBI to tally up four quarters of its 2007 data on bank and credit union robberies.

Absa’s Wonderfully Artistic and Creative Branding Posters

Are these posters on-brand for Absa Bank and its target audience? Who is the target audience anyway? Hard to say.

Credit Union Checking Promo Exploits ‘LOLCats’

This promotion from Arizona State Credit Union exploits the wildly popular LOL Cats’ signature punchline, “I CAN HAS CHEEZBURGER?”

Vowels In, Consonants Out As Bank Renames

This bank changed its name in part because it didn't represent all its customers. But the old name also had too many syllables.

Gas for $1.99 Per Gallon, Courtesy of Digital FCU

DCU says it's running a gas promotion to help ease pain at the pump. Today, they're local heroes. Tomorrow, they'll be the talk of the town.

What To Do When You’ve Got $400 Million Laying Around

Hey, if your marketing team sits on that much cash that needs to be invested, follow Citi's strategy: earn naming rights to a baseball park.

Integrated Luxury Brand with Lush Branch, Gorgeous Website

Every now and then, there’s a bank that really understands the importance of having an integrated brand supporting a narrow focus on a specific audience. Goldwater Bank, targeting upscale residents in the posh retirement mecca of Scottsdale, Arizona, is such a bank. Their website is a visually lush and stunning reflection of the bank’s equally-impressive […]