What role should branding play in reinventing financial services?

This article discusses the barriers to strong brand building in the financial sector, in light of the mistrust and reputational baggage that financial brands struggle with.

What role should branding play in reinventing financial services?

Adrian Day

The entire financial services sector has a reputation problem that doesn't seem to be getting any better Efforts to build strong, trusted financial services brands often falter and lose momentum. This article analyses the barriers to strong brand-building in financial services organisations and offers marketers a guide to overcoming them.

The biggest single (and much publicised) issue facing financial services brands is the loss of trust. The trust deficit bug has infected the full portfolio of financial services organisations — retail and wholesale (business-to-business) — including banks, insurance firms, exchanges,...

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