Chairperson
Founder
Lucian Camp Consulting
Committee
Brand and Advertising
BlackRock
Global Brand Direct & CMO DirectAsia
Hiscox
Head of Brand Strategy
AXA UK
Director of Customer Marketing
Royal Mail
Marketing Director
Barclays UK
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 ...
January 29, 2019
“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 ...
January 17, 2019
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...
October 25, 2018
Are financial services companies deluding themselves over the strength of their brands?
Whether you speak to a retail bank, private bank, asset management firm or insurance provider, they will all ...
February 13, 2018
Engaging financial advisers and intermediaries with great writing.
The growth of digital communication across websites, blogs and social media has handed users immense power: The power to ignore an...
August 9, 2017
Asset Management, Brand Strategy, Digital & Direct Marketing
As part of The Forum’s regular 60 Seconds article – a collection of Member comments on a particular theme of relevance to the financial services marketing community – we asked you for your thoug...
February 23, 2017
Asset Management, Brand Strategy, Corporate and Investment Banking, Fintech, General Insurance, Mortgages, Private Banking and Wealth Management, Retail Banking
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...
January 31, 2019
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...
January 17, 2019
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...
January 11, 2019
Is it possible to proof the financial value of Brand?
Speakers:
Richard Haigh, Brand Finance
Jane Bloomfield, Kantar
Martin Bellingham, AXA UK...
November 6, 2018
A customer’s experience with a brand – in any sector – plays a vital role in overall perception and loyalty. This is true across both the day-to-day customer experience, as well as the experie...
October 26, 2018
Lucian Camp explains why tackling trust in financial services is a hiding to nothing, and instead we should be focusing on managing distrust.
Sitting at my desk not even an hour ago, I took a sca...
October 18, 2018
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...
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Nudge: Improving Decisions about Health, Wealth, and Happiness, the ground-breaking behavioural econo...
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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...
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Corporate Social Responsibility must align itself with positive business outcomes and long-term profitability in order to prove it’s not just window dressing.
That means actions that have a posit...
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Advertising your brand to the customer of tomorrow will be shaped by their media consumption.
Predictions of the death of print are, to mis-quote Mark Twain, ‘greatly exaggerated’. But forecast...
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We all agree that financial services brands are (largely, at least) experiential. So, we must also agree that brand perceptions are shaped by all seven of the famous "Seven Ps" (not just Promotion, bu...
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