From established brands to edgy disrupters, consumers have a bewildering number of financial services brands to navigate. So how do they choose one from another? And how are financial brands using words to try to stand out from the crowd?
Pete Dewar is creative director for language at brand consultancy The Clearing, helping brands use words more imaginatively to engage the people that matter to them. He chairs a panel of financial brands to examine how they can use tone of voice more effectively to gain a competitive advantage.
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Nathan Ashfield, Brand Experience and Sponsorship Manager, AXA
Pete Dewar, Director of Brand Language, The Clearing