‘‘Essentially it’s anything you read, see or hear: articles, images, videos, podcasts, infographics etc.’’ “You don’t feel like a bank,” he said to me. I nearly kissed him. You see, I had a vision: I wanted us to think like a media company first and retailer second. What we sold was important, but the way we communicated our products and services as an industry, generally, wasn’t very entertaining.
As marketers, our primary objective is to drive awareness and consideration of our brands. And in a communication-cluttered marketplace where everyone is striving to capture consumer attention, we need to think and behave differently if we have any chance of cutting through. As a bank, when we ‘compete’ for attention we are up against luxury brands, technology companies, fashion, food, sport and…
