FINANCIAL MARKETING INSIGHTS
Common bank branding mistakes and what to do instead
There are so many financial institutions with similar names and similar promises that confusion runs rampant. Marketers don’t have the luxury of going along with the status quo. They must be strategic and disciplined to differentiate and build equity and value for their financial brand.
Here are some common branding mistakes—and ways to avoid them.
Four branding models every bank marketer should know (and which one to avoid)
In a world where many financial institutions struggle to stand out, many fall into the trap of promoting the same products, rates and generic promises as their competitors. That’s a commodity position and a race to the bottom.
Real brand differentiation requires a disciplined, strategic approach. And it starts with a framework: what kind of institution are we—and what do we want people to think about us?
Millennial Mood Sours: Spending and Investing Plans Freeze Up
Millennials are feeling the squeeze like never before. We asked our National Millennial Advisory Board about their feelings on the economy in October 2024 and again in March 2025. The mood has shifted dramatically from cautious concern to outright pessimism. Compared to just five months ago, members are reporting greater anxiety, scaling back spending and pulling back on investments as economic and political uncertainty intensifies.
The role of financial influencers: millennials’ trust and skepticism in these personalities
Social media channels are overflowing with advice from influencers on everything from fitness to fashion, travel to technology—and more. Financial influencers have become a significant presence on the radar for many millennials. But how much do they really trust these online personalities when it comes to their money?
Competitive analysis: the secret weapon to supercharging your financial brand
An annual brand audit helps ensure a consistent voice across a financial institution’s entire footprint—whether there are a few branches or a few hundred. But that’s not enough; marketing leaders who also audit competitors ensure their brand stays unique and relevant.
