Rebranding a Bank By Tom Dougherty Rebranding a Bank. Is Banking a Commodity? It seems counterintuitive to believe rebranding a bank to be a vital element when creating value. At least, for what is commonly labeled a commodity product. However, your brand just may be...
Should They Spend More Money on Bank Advertising? By Tom Dougherty Banks are not totally made of money Bank advertising stinks. In the banking and financial services market space, when the ultimate goal is to steal the “all-important market share,” is awareness all it...
Bank Marketing Sucks 10 July 2014 Banks: The Worst At Marketing Brands Marketing brands. Do we ever see this skill in banking? It is, of course, easy to pile on banking these days. But let’s continue that trend anyway. You see, when it comes to marketing brands, the...
Branding a bank By Tom Dougherty Branding A Bank — Where to start? Branding a bank is no small undertaking. All good bank advertising starts with a complete analysis of the market. That means considering the banking competition, the bank customer, and...
Banks and Credit Unions By Tom Dougherty Rebranding Banks and Credit Unions The banking industry is going through another of its transition periods as banks come to understand that they are more closely aligned with the service sector than they are with the financial...
Bank branding. A market study. BANK BRANDING MARKET STUDY “These tough times are an opportunity for any bank that can get out of their own way and is willing to change. Soon, it won’t matter if banks are willing. Change is coming.” A fresh look at bank...
Marketing in other countries By Tom Dougherty Marketing overseas: Understand your audience Early in my career, I was transported from the familiar haunts of the United States to begin a long stent in the Middle East, marketing some of the world’s most famous brands to...
