Creating Marketing that Entices Prospects by Stressing Benefits
Customer-driven marketing initiatives need to to communicate with customers, on their terms. The reward will be increased marketplace acceptance and significant incremental returns.
NAMING: The Most Important Element of the Financial Services’ Branding Mix
One of the primary goals of the art of branding is to help a brand cut through the marketplace clutter and achieve visibility, credibility and acceptance. Naming is the important first step in the branding process.
Create a Name that Puts the Power of Marketing to Work
The naming process provides an excellent opportunity to put the power of marketing to work for your products and services. It is the important first step in building perceptions that can be continually reinforced by cohesive and consistent messages.
Messaging that will Shape Marketplace Perceptions
The creation of strong, benefit-driven messaging is more art than science. Deciding how to communicate these benefits in a way that will have the greatest market appeal is a major determinant of a product/service offering’s marketplace success.
The Advantages of Financial Services Market Leadership
Leadership offers significant advantages and many attractive rewards. In our commoditized financial services business, product or service successes can be easily replicated. As result, a company’s future can depend on management’s willingness to invest resources to conceive and implement an effective strategy to achieve market leadership.
The Challenges of Introducing New Financial Services Products & Services
The vast majority of new financial product and service offerings are not successful. The pitfalls are obvious, and yet financial services marketers fall into them over and over again.
Create a Corporate Story that will Resonate
Marketing’s role is to communicate an organization’s value propositions and support and facilitate the sales process. It is critical to prepare everyone to extol corporate virtues effectively and persuasively in all types of situations.
Make Your Corporate Spokesperson Work for you
The use of a “corporate spokesperson” has proven to be a highly effective technique for delivering marketing messages. The question now is: Why hasn’t this powerful marketing vehicle been more extensively employed in financial services marketing?
Brand Aid for Financial Services Firms
Underscoring that financial services firms of every size should understand that their brand is a strategic asset that has a significant influence on long-term performance.