Branding advertising and consumers’ financial lives

Rose Wray-Brown

This paper argues that too often, financial services are marketed to the most convertible consumers – people with the highest level of interest.

Branding advertising and consumers' financial lives

Rose Wray-Brown

Consider this scenario: a minority of people in a given group own a certain financial product from a small but growing brand; the majority do not have the product, but display a varying degree of interest in the benefits; while the smallest minority are just disinterested. If we assume they all eventually choose to try this new product, how might the routes to purchase differ? The answer would result in a model with infinite options, due to the array of touchpoints available and the diverse way in which consumers manage their finances....

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