Fintech Marketing Podcast by 11:FS 6. Roundtable - Moving from startup to scaleup marketing
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Jun 29, 2021 
Join AJ Coyne from Klarna, Emma Mayer of Truelayer, and Sam Golden of Flock as they share insights on transitioning from startup to scaleup marketing. They discuss effective strategies for resource allocation and brand storytelling. Key topics include building specialized marketing teams, enhancing customer engagement, and the importance of speed and adaptation in decision-making. They also delve into operational challenges and communication strategies critical for scaling effectively while maintaining agility and effectiveness.
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Provocative Fintech Branding
- Challenging big banks is a sustainable fintech tactic due to banks' misaligned incentives and consumer costs.
- Klarna uses provocative marketing to differentiate itself and engage audiences on a human level.
Truth in Provocation
- Provocation should be grounded in truth and genuine innovation to remain effective.
- Brands must evolve beyond provocation to engage with broader cultural and societal conversations.
Honesty Over Provocation
- Brands should prioritize honesty and transparency over provocation for sustainable growth.
- Starting mature with truthfulness avoids the need for 'growing up' in branding later.