Financial services marketing: More than a matter of trust?

The financial crisis has seen consumer trust in banks plummet. But how entrenched is this mistrust and what role can marketing play? Baber Smith research into levels of trust in retail and bank brands shows that the most trusted bank brand, Nationwide, is the seventh-most-trusted overall, behind retailers including M&S and Tesco.

Financial services marketing: More than a matter of trust?

Simon SmithBaber Smith

Before they can determine how to rebuild consumer trust, financial services brands must first understand why consumers trust brands in the first place

To say the Financial Services (FS) sector has been through a tough time of late is an understatement. The financial crisis and subsequent recession has seen consumer trust in banks and building societies plummet to an all-time low. With a dark cloud hanging over the industry, FS brands face an uphill task in winning back consumer confidence.

But how entrenched is this mistrust? What...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands