Why do we feel compelled to choose between two extremes ?
After all, by choosing one side over the other, we automatically ignore one side of the story. Thus, we prevent ourselves from being able to see how things really are, experiencing the richness that comes from taking into account different perspectives, and integrating them into …
The Tyranny Of The “OR”
Bringing Back The Bull – Merrill Lynch v2.0
Bringing Back The Bull
On October 5, 2009, BofA announced a 20 M USD marketing campaign for Q4 2009, aimed at reintroducing its newly acquired Merrill Lynch Wealth Management Group. The campaign is intended to “put the brand back on the map”, after the acquisition by BofA in September 2008, in an effort to prevent …
How George Clooney Can Help Build Your Brand
Yesterday, I went to get some coffee, when something very interesting caught my eye. In spite of this being the middle of the afternoon on a monday, the store was full of people patiently waiting in line to be served. Something that struck me even more was that the line was almost exclusively made up …
Keep Your Promises (Bank Branding Series – Post #5)
This is the fifth and final part of the “Bank Branding Series”. Please click here if you want to be taken to the first post of the series.
According to Catherine Shafer on “Slides and Slippers”:
“A brand is a promise wrapped in an experience.
It is a promise made to your employees, your customers, your investors, your …
Be Authentic (Bank Branding Series – Post #4)
It is generally accepted that strong leadership has authenticity built in as one of its basic tenets: without being completely clear about what you stand for, you can never hope to build a loyal following. If that is true for our organisations, why would it be different for our brands ?
In 2005, Paul Middlebrook wrote …
Admit Your Mistakes (Bank Branding Series – Post # 3)
For the third item on the list of things banks can do to protect and revive their brands in the current crisis, I talked about the importance of admitting your mistakes. In my initial blogpost, I wrote:
“As human nature goes, admitting our mistakes can be hard – especially when responsibility is shared. For the banking …
Providing Great Service (Bank Branding Series – Post #2)
Following up on my last post, where I talked about the importance of “finding out what customers value”, I’d like to explore a little bit more what it means to provide great service.
In the wealth management industry, much like in many other service-oriented industries, customer service is a key differentiating factor. In fact, some wealth …
Finding Out What Customers Value (Bank Branding Series – Post #1)
Some time ago, I created a slideshow on slideshare.net, entitled “Keeping Your Bank Brand Alive During A Recession”. It seems like the topic really struck a chord, as I received a lot of reactions from readers inside and outside of the industry. It is clear that, in these challenging times, during which major banking brands …
Keeping Your Bank Brand Alive During A Recession
Earlier this week, I delivered a presentation for the Swiss chapter of the International Association of Business Communicators (IABC). My intention was to speak “from the heart”, and talk from an insider’s perspective around what I feel banks can do to restore confidence and get out of the vicious circle of trust erosion that we …
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