Create touchpoint value in financial services
Marketing Financial Services
This article is part of a series of articles on marketing financial services. Read more.
Financial services companies are faced not only with an innate lack of interest in their products and services allied to a hidebound resistance to change supplier, but since the global financial crisis they are also widely mistrusted. To overcome this, FS brands need to establish an engaging brand purpose, involve employees as brand ambassadors, orchestrate every touchpoint with the brand, and...