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Emotional Or Informational Advertising?

Subscribe to The Financial Brand via email for FREE!According to an article on uwnews.org, researchers from three [state of] Washington universities found that: Consumers who are skeptical about the truth of advertising claims are more responsive to emotionally appealing ads than ones peppered with information.” Emotional ads were characterized as “providing an emotional experience that […]

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Innovations In Bank Marketing

Subscribe to The Financial Brand via email for FREE! Here’s how [I imagine] this came about. Overheard at the Management Committee meeting: CEO: We need to increase deposits. Any ideas? Marketing guy: We could give away iPods. Finance guy: Too expensive. Retail banking guy: My brother-in-law has a chicken farm. We could give those away. […]

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Advertising On Airport Security Bins

Subscribe to The Financial Brand via email for FREE!A brilliant idea. Here’s who should there (and their message): Handi Wipes. “Cuz’ God knows what’s been put in these bins.” Banks. “Bank with us. Our lines are shorter than this one.” Amtrak. “If you rode the train you wouldn’t need this bin [well, not yet].” […]

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What Finance Wants To Know From Marketing

Subscribe to The Financial Brand via email for FREE!I spoke recently to a senior finance exec in a large organization about measuring marketing’s return on investment. He said: We know it’s hard to calculate the ROI on all expenditures, and we’re not looking for Marketing to do that. We know that they have to invest […]

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Stop Measuring Your Net Promoter Score

Subscribe to The Financial Brand via email for FREE!A number of observers have eloquently weighed in on the weaknesses of Fred Reichheld’s Net Promoter Score (for an excellent discussion go to Adelino de Almeida’s Profitable Marketing blog). I’ll go one step further. Firms should stop measuring their NPS. Why? Because the NPS: Doesn’t help explain […]

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Sense And Respond Marketing

Subscribe to The Financial Brand via email for FREE!Gary Hamel was the first management thinker to write about the concept of core competencies. It’s too bad this concept has fallen out of favor. For all the talk about new marketing approaches like search engine optimization, social networking, and the like, few marketing execs can really […]

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The Unintended Consequences of Email Best Practices

Subscribe to The Financial Brand via email for FREE!Smart firms often deploy email practices like: 1) integrating email campaigns across channels; 2) following up on abandoned shopping carts; and 3) communicating special rewards through email. But sometimes these practices have unintended consequences. Example #1: The Integrated Campaign Email DogFoodCo sent an email to a customer […]

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Chief Customer Experience Officer: A Bad Idea

Subscribe to The Financial Brand via email for FREE! I’ve recently seen calls for the creation of a Chief Customer Experience Officer (one from Forrester Research and one at E-Volve-or-Die.com). This is a terrible idea. Why? Because creating a CCEO position: Is superfluous. Although the experts may have different definitions for what a “customer experience” […]

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The Art and Science of Marketing Scorecards

Subscribe to The Financial Brand via email for FREE!There’s a lot of good stuff out there about marketing scorecards (see MarketingNPV.com for a number of good articles). I’m not sure too many CMOs are reading these articles, however. Too often, marketing scorecards are overloaded with historical sales and marketing statistics, presented in mind-numbing detail. Effective […]

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Why Credit Card Response Rates Are Declining

Subscribe to The Financial Brand via email for FREE!A Wall Street Journal from a few months ago suggested that the “pesky piles of credit card offers that clog mailboxes may taper off a bit.” (Hasn’t happened in my mailbox, that’s for sure). Citing statistics from market research firm Synovate, the article stated that: Direct mail […]

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Engagement Myopia

Subscribe to The Financial Brand via email for FREE!In an article on Chief Marketer‘s web site, Robert Passikoff, President of Brand Keys, called [customer] engagement 2006’s “holy grail and favorite buzzword”. In a previous article, Bob predicted that engagement would: Continue to insert itself between traditional marketing activities and an increasing demand for return-on-investment assessments, […]

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In-bound or In-terruption Marketing?

Subscribe to The Financial Brand via email for FREE!Inbound marketing is a hot topic. Fifty-eight percent of the firms Forrester Research surveyed in 2005 said they practice inbound marketing, while another 27% planned to do so by the end of 2006. But what are these firms really doing under the banner of inbound marketing? One […]

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Why Do YOU Segment Customers?

Subscribe to The Financial Brand via email for FREE!The marketing department at a large firm (with a strong sales-driven culture) was trying to get sales’ support to launch a customer segmentation effort. In one meeting, the market research consultant presented her psychographic analysis of consumers, outlining seven segments. She recommended, based on the company’s “brand […]

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Delusions Of Marketing Grandeur

Subscribe to The Financial Brand via email for FREE!In an article on MarketingProfs.com, Jeff Mucci writes: “More and more companies are attempting to become “marketing focused/led” rather than sales or financially driven….A bona fide, world-class marketing-led organization has a clear long-term focus on core items such as retention, customer satisfaction, customer experience management, and lifetime […]

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CYA (Count Your Assets)

Subscribe to The Financial Brand via email for FREE!In the October 2004 issue of the Journal of Marketing, Roland Rust and colleagues wrote that: “Marketers are under pressure to show how marketing investments add to shareholder value…[and] must identify the assets in which they invest and how those assets contribute to profits.” Marketing executives know […]

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