Fintech Marketing Podcast by 11:FS
4. Roundtable - What does it really take to build a finance brand?
Jun 15, 2021
Join Abba Newbery, CMO at Habito, Jasper Martens, CMO at PensionBee, and Will Jones, Head of Design at 11:FS as they explore what truly defines a finance brand. They discuss the delicate balance of building trust while avoiding corporate coldness. Hear about innovative campaigns that leverage humor and empathy, the idea of a 'minimum lovable brand,' and the art of navigating rebranding while keeping customer connections intact. The trio emphasizes the necessity of authenticity and a strong brand purpose in the competitive fintech landscape.
42:44
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Quick takeaways
- Building trust in fintech requires brands to connect emotionally with customers, using relatable messaging to ease financial fears.
- Maintaining a consistent brand identity during changes is crucial for customer loyalty, as seen in Wise's successful rebranding efforts.
Deep dives
Building Trust in Financial Services
Trust is essential in the financial services sector, and fintech brands are redefining what that means. For instance, Habito's Kama Sutra campaign challenged traditional marketing norms, leveraging humor rooted in customer truths about mortgage stress to foster deeper connections. This approach highlights that addressing emotional experiences can be a powerful way to build trust, moving beyond the fear often associated with financial decisions. Marketers should focus on empathy and relatable messaging to break through the barriers of fear and uncertainty while establishing brand trust.
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