Building favorability is a key driver of success for Ally Bank

Ally Bank, the financial services provider, found that a deep understanding of favorable and non-favorable consumers is a useful way of unlocking the growth potential of its brand.

Consumers with favorable views of Ally Bank are six times more likely to open one or more accounts than people with a non-favorable perception of the brand, a study has found.

This insight was based on a methodology designed by MMA Global, the marketing trade body, with input from Joel Rubinson, a market research expert. And it discovered the six-fold gap in account openings at Ally held true for six months after the end of an ad campaign which underpinned the analysis. (The study period covered approximately nine months overall.)

Dividing favorable and non-favorable consumers thus provided “compelling” evidence of...

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