Ep #39: Aligning your Brand to Customer Lifestyle & Needs w/ Martin Fecko

Tangerine may have made strides in making banking “cool” by aligning themselves with brands like the Toronto Raptors, but is building a cool lifestyle brand enough? It may be for some, but not for everyone and a key part of every marketing strategy is understanding where to find your different customer segments and meeting them where they are. Some customers buy because a brand stands for something while others buy because a product fills their need. Brands that can achieve both can build even stronger bonds with their customers. On this episode of the Marketer’s Journey, Tangerine CMO Martin Fecko chats about how he got his start in the finance world, bringing banking and tech together, and achieving product market fit for Tangerine’s wide customer base. 

Key takeaways from this episode: 

• When you’re starting your career, it’s important to leverage opportunities as they present themselves. Even if you don’t have a roadmap for where you want to land, utilize the chances you’re presented with and shape them into something.
• As a CMO, ultimately what you’re doing is taking various components and figuring out how your brand is represented when you consider all the moving parts.
• The ability to understand both business and technology is important because technology is the future for so many industries and businesses.
• Building a good brand is less about building something “cool” and more about adapting to the changing needs of your customers. This is how Tangerine has reimagined banking.

Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!