Brand Strategy


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Chairperson

Lucian Camp

Brand & Marketing Consultant

Lucian Camp Consulting

Achieving Differentiation in a Crowded Marketplace

Our latest 60 Seconds debate is here, and we would love you to take part.

Achieving differentiation in a crowded marketplace

Do you struggle to create differentiation because you're encouraged t...

Brand Strategy

7


Why Brand is Critical in Asset Management

It has been said that brand is often the most powerful asset that asset managers fail to manage.

How you communicate your brand story to customers is absolutely central to driving a market-leading ...

Asset Management, Brand Strategy

0


Short-term Results Versus Longer-term Brand Building

Have financial services marketers been guilty of focusing too much on the short-term, in the chase for ROI? Has this meant a focus on digital channels rather than long-term brand building? What are th...

Brand Strategy

1


What is the Real Human Meaning Behind Your Brand?

The whole idea of ‘brand purpose’ is everywhere these days. For marketers, it’s not just about nice words, but about knowing how people really feel about their brand, and what is really driving ...

Brand Strategy, Retail Banking

0


Is the Future of Financial Services Circular?

“One man’s rubbish may be another man’s treasure.”

Hector Urquhart was a Scottish gamekeeper who lived in the nineteenth century and collected the stories that communities in the Highlands ...

Brand Strategy

0


Jump Up, Jump Out

Potatoes are very rarely perfectly spherical. Planets are always spherical. At least compared to potatoes. The forces of gravity mean that matter over a certain mass conforms to a spherical shape. Som...

Brand Strategy

0


Does Financial Services have a Purpose?

Campbell Macpherson, international business adviser and author of 2018 Business Book of the Year, ‘The Change Catalyst’ explores why clarifying your firm’s purpose is the most important thing yo...

Brand Strategy

0


Meet the Marketer: Jet Cooke

Jet Cooke is Head of Marketing for End Investors at Fidelity International. Whether for workplace or personal investors, her purpose is to help customers reach their life goals and navigate what life ...

Brand Strategy

0


Why don’t disruptor brands have disruptive advertising?

I suppose maybe it depends what you mean by disruptive. Some financial services disruptor brands may have impressively disruptive tales to tell about their use of social media or their digital targeti...

Brand Strategy

0


Igniting Purpose-Led Growth

Purpose-led companies can make a tremendous difference in the world. Businesses have the size, reach and trust it takes, and people expect companies to use this power for a good purpose. Purpose can d...

Brand Strategy, Employee Engagement & Communications

0


Financial Word: Let’s Talk About Risk

In Lucian’s first Financial Word of the year, he discusses why defining an offer in terms of risk is so counter-productive.

Why risk should not be central to your proposition

I think my favou...

Brand Strategy

0


2019 Key Trends in Financial Services

The financial services sector has never had a more critical role than the one it will play in 2019. Teamspirit anticipates the challenges for the year ahead

Amid the global political uncertainty an...

Brand Strategy

0


Oct
15
LDN

Free advertising: Do you get what you pay for?

For countless financial start-ups, big-ticket, big-budget advertising simply isn't an option. But no problem: surely these days you can build brands and recruit customers just as well, if not better, ...

Available to: EAP

Brand Strategy

0


Sep
12
LDN

The Influencer Ecosystem

Influencers have become an important part of the digital marketing landscape.

Now, just as a number of financial brands are showing an interest, tough questions are being asked. Is influencer marke...

Available to: EAP

Brand Strategy

0


May
16
LDN

State of Mind, State of Market – What makes a Challenger Brand?

Marketers in larger, established FS companies often lament complex processes and legacy IT systems that stand in the way of a more agile working environment to keep up with smaller start-ups. To compe...

Available to: EAP

Brand Strategy

0


Mar
12
LDN

Does Your Brand have a Purpose?

Inspired by some great case studies, marketers have become increasingly excited about the need to define and maintain a high-level corporate purpose.

But in a field where authenticity is all-import...

Available to: EAP

Brand Strategy

0


Dec
13

‘Nudge for Good’ to Build Brand Trust (Webinar)

Available via our BrightTALK channel only.To register click here and follow the instructions.

Nudge: Improving Decisions about Health, Wealth, and Happiness, the ground-breaking behavioural econo...

Available to: EAPO

Brand Strategy

0


Nov
06
LDN

Measuring Brand Equity

All brands strive to have positive perception among consumers, which is shaped heavily by their experience with, and knowledge of, the brand.

As a result, many agencies produce reports aimed at mea...

Available to: EAP

Brand Strategy

0


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