Financial service, brand realities

Date of publication: May 1, 1996

Author: Jack Paramore

Abstract:

This paper examines the challenges and opportunities facing financial service brands against a background of structural insecurity in Europe, and explores the most profitable ways of using total communications. It examines the key consumer or customer priorities, discusses the implications for financial brands and proposes a model for optimizing the brand relationship with the consumer. The broader implications of the interactive consumer are explored and the paper concludes with a five point programme for improving brand communications.

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