Building the Corporate Brand
Beyond Individual Loyalties
Oliver LochUBS, Switzerland.
Patricia KiddMarketing Communications Research, HarrisInteractive, United States.
INTRODUCTION
Financial services firms serving the needs of very high asset investors (those with $500,000 or more in investable assets, excluding real estate and 401k) face an unusual challenge. The sheer volume of assets being invested creates an extremely strong reliance on the financial advisor. High asset investors view their relationship with their trusted advisor as primary, and the financial services firm itself is relegated to a secondary role.
This creates in interesting branding situation. It's not advisable to brand financial...