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Everything Old Is New Again

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Practicomm LLC
Practicomm LLC

The banking industry (like so many others) has to get back to the basics, especially taking a fresh new look at their brands.

Economy & FinanceBusinessSpiritual
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Everything Old Is New Again Dr. Walter Guarino, Insight|SGW www.sgw.com
What Happened to Banks? ,[object Object],[object Object],[object Object],[object Object]
Problems Became Rampant ,[object Object],[object Object],[object Object]
A Whole New Issue ,[object Object],[object Object]
What Did The Industry Do? ,[object Object],[object Object],[object Object],[object Object]
People Scoffed At The “Old”
The Fact ,[object Object],[object Object],[object Object],[object Object]
The Question ,[object Object],[object Object]
What Is A Brand? ,[object Object]
Four Reactions ,[object Object]
Great company. Well-established. POSITIVE
Old-fashioned…not able to deal with current problems. NEGATIVE
Not sure…Heard many different things about them. NEUTRAL
? ? ? NO REACTION ?
Attitude Match? ,[object Object],[object Object],Brand Positioning Target Market Needs Your product Needs
Brand Attitude ,[object Object],[object Object]
Branding Success To succeed in branding, you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies throughout your company at every point of public contact.
Product Brand Image Consumer Self-concept Relationship Between self-concept and brand image Behavior Seek products and brands that improve/maintain self-concept Satisfaction Purchase contributes to desired self-concept Reinforces self-concept Self-Concept & Brand Image Attitude match?
Define Your Competition “ Buying Countrywide and Merrill Lynch will make the bank more diversified and competitive.” “ The nation’s leading financial institution and home for all your personal financial needs” (Source: Bank of America 2008 Annual Report)
Persona Marketing
Profile Your Competition
Profile Your Competition
Profile Your Competition
Picture Your Persona (Target)
Picture Your Persona (Target)
Picture Your Persona (Target)
Brand Monitoring
Brand Monitoring ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why You Should Monitor Your Brand ,[object Object],[object Object]
Why You Should Monitor Your Brand ,[object Object],[object Object],[object Object]
Some Clues From a UK Blog ,[object Object],[object Object],[object Object],[object Object],[object Object]
Some Clues From a UK Blog ,[object Object],[object Object],[object Object],[object Object]
Summary
Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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