What role should branding play in reinventing financial services?
The entire financial services sector has a reputation problem that doesn't seem to be getting any better Efforts to build strong, trusted financial services brands often falter and lose momentum. This article analyses the barriers to strong brand-building in financial services organisations and offers marketers a guide to overcoming them.
The biggest single (and much publicised) issue facing financial services brands is the loss of trust. The trust deficit bug has infected the full portfolio of financial services organisations — retail and wholesale (business-to-business) — including banks, insurance firms, exchanges,...