Brand-Building in the Experience Economy

Jim Garrity

The author describes how First Union Bank went about introducing integrated marketing communications into its business.

Brand-Building in the Experience Economy

Process and employee brand fervor are keys to integrated marketing communications

Jim Garrity First Union

Imagine this: You’ve just moved to a new city and a new state, and you need to move your financial accounts to a local institution. It’s not a chore that tops your ‘favorite things to do’ list, but it must be done, and you want a company that is known for good customer service that can serve all of your financial needs.

You remember seeing television ads for one company in particular. While watching sports on TV, you have...

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