banking in the middle east
Post on 28-Nov-2014
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Beyond utility
In the age of the App
utility is key
People love Apps
Mortgage
Savings
Credit Card Loan
Investments
Insurance
Cash
Accounts
PensionMy Bank
Without customer relationships,Customer Relationships
Defenceless
Our
Lowest
Rate
Ever!
USP to ESPUnique Selling
PropositionEmotional Selling
Proposition
Feeling
Individuality
Community
For brands to succeed in the age of the App we must go beyond utility.
Features
Segmentation
Corporate
Economics
Motivations
Communities
Human
Psychology
Branding yesterday
Branding tomorrow
Utility Affinity
Industry’s own bank brand
tracking research is consistent in showing this…
An ideal bank
Solves problems effectively and quickly
Easy and quick to make transactions
Charges that are fair and predictable
Great online experience
24 hour a day service,accessible from around the world
The bank shares my values
It is a trusted company
Utility Affinity
Source: Industry Benchmark Study, Bank Brands, September 2013
Three drivers of brand advantage for banks
How would you rate the attitude of this brand towards
customers?
1Brand
longevity
3Brand
attitude
2 Brand trust
Will this brand be here in 10 years?
How much do I trust this brand?
Jeremy Davies, Chief Marketing Officer,
Commerical Bank of Qatar
Dr Fraz Chishti, Chief Innovation Officer,
Noor Bank
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