No Room for Excitement?
Roderick White
The financial services business accounts for massive expenditures on advertising, PR, direct mail, print, the web, CRM in all its aspects, and so on. It provides substantial employment for a vast number of communications agencies of all kinds. It pervades the media landscape.
Yet, its ability to connect with consumers and inspire them to constructive action is, to say the least, limited. Few consumers are either interested in, or knowledgeable about, financial brands and their products. The brands themselves are mostly ill-defined and poorly differentiated, in markets that are crowded and competitive. The market...