Developing winning strategies for consumers of all ages. Identifying and leveraging age-based expectations

Robert Passikoff and Kerry O’Connor

Consumers don’t always understand financial products and they don’t trust financial service providers.

Developing Winning Strategies for Consumers of All Ages

Identifying and Leveraging Age-Based Expectations

Robert PassikoffBrand Keys, Inc., United States.

Kerry O'ConnorMirror Group Newspapers Limited, United Kingdom.

WHAT TO EXPECT

Why not just advertise product attributes and benefits and be done with it? Over the past two decades many companies, including some of the world's largest financial institutions, have done just that and have experienced increasing difficulty in differentiating their products and services from those of the competition.

In earlier times, when media and information channels were fewer and simpler, it was much easier for the providers of products...

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