Empathy is one of the most important competitive advantages, if not THE most important. I encourage financial brand leaders to step out of the banker's brain, thinking brain of logic and reason the neocortex and into the mind's eye of consumers, which is viewed through the limbic system of emotions and relationships and the reptilian, survival, fight flight where trust is decided The problem. Every financial brand is marketing to an overloaded and overcrowed "thinking brain" Take a step back and transform your sales and marketing strategies and speak to the other two brains first.

1. Marketing
to the
Brain

3. Let's dive a bit deeper as
we explore three key
parts:

4. NEOCORTEX
Messages that communicate
great rates and commoditized
products are speaking to the
"thinking brain"

5. NEOCORTEX
Analytical
Rational
Logical

6. NEOCORTEX
The Problem:
Every financial brand is
communicating to the
overloaded "thinking brain."
So...

7. REPTILIAN
All marketing communication
strategies should begin in the
"survival brain"

8. REPTILIAN
Fight or Flight
Friend or Foe
Yes or No

9. REPTILIAN
This is the part of the brain
that decides whether it can
trust your financial brand.
Then...

10. LIMBIC SYSTEM
As you appeal to the
emotional needs of people,
you reach their "feelings
brain."

11. LIMBIC SYSTEM
Emotions
Memory
Relationships

12. When you make a positive
emotional connection with a
consumer, you finally have
permission to communicate to
the rational part of their brain,
the neocortex, where it's okay
to talk about your product.

13. For more strategies on
marketing to the brain,
check out
Banking on Digital Growth