FutureBrand’s Post

Transcript

One of the most surprising insights in this year's report is the rise of personality in financial services brands, which I have to say is not something that we would have ever associated with CFS brands in the past. And that's what makes our life so exciting, to be able to bring a brand's personality to life. Traditionally, banks and financial institutions have played it safe, corporate serious and dare I say it, a bit boring. But that's changing fast. We all learn. And banks. Doing the same thing they've learned from the digital savvy tech companies and they're they're rethinking how they can connect with their customers through their own personality. I love this point about boring, right? What we've seen is that when you look at the world today, brands are not just talking about rates and services and security important benefits, but hard to draw human being in. They're showing up with bold and distinctive voices that are really tied to clear brand personality and they're bringing this personality to life. And the best part I think about this is that technology is actually enabling a lot of this. Once you have the basis of that trust and that personality, you can have AI driven personalization for the brand, self-service tools, chat bots with a little bit of flair, something you can engage in. And I think all of that is really driving deeper emotional connection. There's some really great examples out there. Think about our mixes shop small initiative. They're not just initiatives or transactions, They're actually. Grand experiences, their customer experiences and that makes customers feel something, which in turn helps build much stronger relationships.