How Financial Brands Can Use Words to Stand Out

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?

We are joined by Pete Dewar, Creative Director for Language at brand consultancy The Clearing. Pete helps brands use words more imaginatively to engage the people that matter to them. He also chairs a panel of financial brands to examine how they can use tone of voice more effectively to gain a competitive advantage.

We also hear from Nathan Ashfield, Brand Experience and Sponsorship Manager at AXA. Nathan brings a client-side perspective to the discussion, explaining his approach at AXA and providing best-practice tips for practical implementation.