Think Like a Brand: Not Bank Second Edition

This book is for anyone in financial services who suspects that >If you're a CEO, President, Founder: This book shows why brand is the strategic layer determining whether you compete on differentiation or >If you're in Marketing: >If you're in Product: >What You'll Get Out Of It (No Matter What) Everything in this book has been tested with banks, credit unions, fintechs, and platforms navigating the same challenges you are. After reading it, you'll understand why brand isn't soft, optional, or marketing's job and you'll learn the neuroscience behind why customers make decisions (spoiler: it's not rational). There are plenty of frameworks included to help you like the Frontline/Midline/Backline (F/M/B) Model that give you a clear structure for how brand thinking actually gets executed across your entire organization-not just in marketing, but in >And it wouldn't be a business book without principles! This edition has the same 5 principles as the first, but with more clarity, data and stories. Last, but not least, this book gives you the language and evidence to convince people that brand is strategic and measurable. Every organization is different and this book doesn't give you a one-size-fits-all playbook. It gives you principles, frameworks, and examples you can adapt to your specific context. You'll finish knowing where to start (even without buy-in), what to prioritize (when everything feels important), how to measure progress (beyond vanity metrics), and when to push >Happy Reading! --Allison

Pagina's: 114, Paperback, Independently published