Building Financial Brands

Banks and insurance companies have made significant investments in marketing and brand building. However, it is fair to say that very few of them have been successful in creating a relevant, differentiating brand that connects with the consumers. In fact, the reverse is true: There’s a deep resentment about banks and insurance companies among a large number of customers (unrelated to the recent crisis). Can banks ever become “likeable” brands as we witness in other categories? Sure, they can. They have to. If the consumers can have an emotional connection with a bar of soap, why can’t they be closer to a “brand” which is instrumental in their family’s well-being and future?

Who is it for?

Board level directors interested in, and open to, having a fresh look at the role of marketing and branding in the financial world, making a step change (with no risks involved), by supporting creation of a brand in every sense of the word.
Banks/insurance companies engaged in activities to build and deepen their relationship with their customers, creating brand preference and setting new standards in financial branding.

Benefits

Understand why, despite heavy investment in marketing in branding, the financial category has failed to develop real brands.
Taking a fresh look at communications, identify the gaps and the disconnect between the financial brands and their customers.
Recognize the tremendous opportunity and challenge to create a strong brand.
Be a pioneer in moving up the norms

Module Examples

The following list of titles are samples that could be brought together in a custom programme of learning:

Introduction & Objective Setting
Branding in the financial sector – what they do and what have they achieved
Can marketing and branding work in the financial sector as it does in FMCGs
Why branding exposure and high investment haven’t resulted in building differentiating brands
Why there’s no or a limited “connection” between financial brands and their customers
Obstacles in building financial brands, and how to fix it
The benefits of creating a strong financial brand

One of the Fellows of 360plus5 will be made available to give you a Mental Challenge about your business objectives. We will challenge your ideas about your business and create a game plan that will get your company onto the path of your chosen goals as quickly and efficiently as possible. Our methodologies are such that we want you to be as self sufficient and equiped for the future as possible. It is likely that this consultation will result in a custom designed programme of learning that will take your team to the next level of their goals.

Contact us by sending your details to make an appointment to speak with one of our Fellows that most closely match your market segment, objectives and geography. Click here to contact us.