How SunTrust dug deep to mix purpose and profit
Stephen WhitesideWarc
"There is a lot of this word 'purpose' in media these days," Jeff Van De Velde conceded at The Market Research Event (TMRE), a conference run by the Institute for International Research (IIR) in Boca Raton, Florida.
In evidence of the term's growing importance, Van De Velde serves as svp/director of client experience and loyalty as well as executive director/purpose integration at SunTrust Bank. And, he suggested, other financial-service brands might gain meaningful benefits from abandoning their usual conservatism and joining the conversation.
"Banks are somewhat commoditised," he...