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Crafting a Brand Promise that Resonates
Manage episode 394827763 series 3473502
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Creating a brand promise takes more than just developing a catchy phrase; they set the very foundation of a trusted relationship between your financial institution and your customers.
Do you want the secret to how banks can meet & exceed the expectations they set with their brand promise? Join me as I sit down with acclaimed brand strategist Brandon Gerena to uncover the secrets of truly living up to your brand's pledge. We dissect the story of Marcus by Goldman Sachs, revealing how their attentiveness to customer needs sparked innovation in personalized lending.
Brandon and I also explore examples of how leading brands in other industries, such as Delta Airlines, have leveraged this approach to deliver transformative results and how applying the 'five E's experience model' to the banking sector can solidify customer relationships well beyond the transaction.
Lastly, we tackle the increasingly crucial role of technology and employee empowerment in upholding a brand's promise. This episode breaks down the importance of continuous innovation, consistent customer feedback, and the critical role integration of your tech investments such as Adobe and Salesforce play in making this work.
So, whether you're a banking professional or simply intrigued by the interplay of brand strategy and customer experience, this conversation is a treasure trove of insights on embedding culture, customer obsession, personalization, and the overarching purpose to fortify that coveted brand promise.
Certainly! Based on the provided overview, here are more granular chapter breakdowns with hypothetical timestamps for the podcast episode:
Episode Highlights
(0:01:30) - The Essence of Brand Promise
(0:06:00) - Case Study: Marcus by Goldman Sachs
(0:11:00) - Culture and Customer Obsession
(0:16:30) - Texas Bank Case Study: Engagement Redefined
(0:22:00) - Delta Airlines' Customer-Centric Strategy
(0:27:30) - Importance of Technological Investments
(0:31:45) - The Art of Prototyping while Maintaining Secrecy
(0:36:00) - Rapid Feedback and Knowledge Transfer
(0:40:15) - Creating Alignment for Customer Acquisition
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