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I have created this website to share my views and insights on branding and marketing strategy in the financial services industry. |
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The articles are specifically written to challenge current thinking and provide practical strategies on how to deal with some of the more significant marketing and branding issues facing financial services businesses today. |
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I am not an academic (there’s enough of them out there churning out papers!) and so I write these articles from a real-world perspective.
Also, feel free to sign up branding, marketing and new-generation marketing research insights at Insights.
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Internal Branding: give your staff a cause, not just a job |
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Internal branding is the emotional connection you develop with employees on the inside so they in turn can connect with people from the outside. Consider looking at it as giving staff a cause, not just a job. |
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The Brand Experience WOW Factor |
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You've got your marketing humming. Your advertising is on song. Your direct marketing is getting good conversion rates and your newsletter looks great. But have you neglected to invest the same effort in the most powerful brand builder and sales converter of all - the customer experience? |
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A Winning Value Proposition or Just Lipstick on a Pig? |
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The single most critical factor in winning and retaining business in funds management is owning a value proposition that out-sells your competition. Is yours a competitive advantage or are you just trying to put lipstick on a pig? |
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Is Trust a Valid Brand Position? |
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Some financial services brands say that trust is everything, but we argue that it is no longer enough to successfully compete. |
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Online Branding: Heroes, villains and the transfer of power |
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The internet has surpassed traditional media in terms of its ability to shape brands. Brands that embrace the heroes, battle the villains and accept the transfer of power will thrive. |
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The Financial Services Branding ROI Model |
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Is all of the time, effort and money you're spending on your brand generating a real financial return for your business? |
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The Financial Services Branding & Involvement Model |
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Brands are most effective in an industry like financial services where customers lack the information, ability and frankly, the will, to make informed product choices and where competitive offerings are perceived, by-and-large, as similar. |
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The Utility, Emotion and Energy of Financial Services Branding |
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as customers continue to take control of your brand, your investment in developing strong brand utility, emotion and energy is critical to your ongoing business success. |
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