Abstract:

This presentation illustrates how storytelling can unlock more transformational insight in an industry characterized by inflexibility, complexity and challenging relationships between brands and consumers and elevate beyond the very rational, logical solutions by helping generate greater insight into the meaning of money and banks as an enabler rather than limiter. It will demonstrate that mobile can play integral part in increasing the richness around the stories consumers tell, and that its immediate and 'constant' nature makes it the perfect medium for capturing needs, pain points and insights around a subject as broad and pervasive as 'money' in consumer's lives.