Marketing financial services: How brands must regain consumer trust

Tony Mattson

This article examines the significant disruption facing the financial services sector and argues that addressing these challenges requires marketers to nurture brands' trustworthiness.

How financial services must regain consumer trust

Tony MattsonForward Media

Marketing Financial Services

This article is part of a series of articles on marketing financial services. Read more.

The financial services sector is facing significant disruption. Tony Mattson of Forward Media argues that addressing the resultant challenges lies in nurturing that most human of concepts - trust. To this end, he proposes four levers that will help brands become more trustworthy.

Change is an inevitable part of life. Disruption is more cataclysmic - at once destructive and creative. Clayton Christensen of Harvard Business School says that "a...

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