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”
VP, Brand Evangelism and Activation
Charles Schwab & Co.
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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