FINANCIAL SERVICES OVERVIEW

As highly fragmented as it is highly profitable, the Financial Services industry faces fierce internal competition, mounting regulatory challenges, and declining public trust. To preserve and expand their customer base, banks and brokerages need to uncover the full range of narratives consumers hold around wealth, security, savings, and control of personal finances to see which narratives attach to their brands.

KEY INDUSTRY PAIN POINTS

  • Deliver an experience, not a service
  • Counter mistrust of Wall Street
  • Improve loyalty and retention throughout the customer journey

“We are using Narrative Analytics as the basis for all the marketing we are doing for the next two to three years”

Julian Aldridge

VP, Brand Evangelism and Activation

Charles Schwab & Co.

Consumer Second

ENERGIZE YOUR BRAND

When a brand needs to be repaired or reinvented, Narrative Analytics can identify which financial narratives resonate with consumers’ positive attitudes and aspirations and help companies turn these into effective marketing initiatives.

WIN A NARRATIVE BATTLE

Events impact emotions and emotions drive actions. The Financial Services industry took a big hit when Wall Street crashed and markets floundered. Rising from the ashes requires understanding the big cultural conversation and finding narratives that can turn it toward the light.

ACTIVATE TARGET AUDIENCE

Protagonist shows financial services CMOs where to engage and how to connect with desirable demographics based on narrative segmentations of the market as well as how to create campaigns that resonate deeply with those populations.

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FINANICAL SERVICES CUSTOMER CASE STUDY

Protagonist helped Wells Fargo find positive narratives to leverage to repair a brand tarnished by the ghosts of Wall Street.

How do we build our brand in a volatile environment?

CHALLENGE:

Improve brand perception with consumers in a challenging environment of mistrust in financial institutions

SOLUTION:

Surfaced the narratives that define the “trust conversation” in financial services, the level of emotion behind each narrative, and the events that trigger changes in the landscape

VALUE:

Identified unexpected “white space” where Wells Fargo had natural equity with consumers, where they could enhance trust in their brand and reduce the association with broader “big bank” narratives

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