Invest in your greatest asset
Although brands in this space understand results and advantage, they limit their own by underleveraging the asset of their brand.
Generic, uninspiring, and often complex, finance brands, from fintech disruptors and investment banks to retail banks and private equity, need to inspire confidence and stand out and stand above their growing and evolving competitors. Highlighting expertise, process, and relationships is not enough.
As the Brand Intimacy Agency, our expertise centers on building brands that impact mindsets, drive decision-making, and bond with their stakeholders. We anchor your brand on a series of archetypes that matter most to the financial services market and its constituents. We factor emotional drivers into content, design, and digital outputs so the result is not only distinct and compelling but also connected and engaging.
“We are in love with the new site and simply could not have done it without MBLM.”
Paul Zettl, EVP, Head of Global Marketing, Chief Marketing Officer, Cohen & Steers
Areas of Expertise
Brands need to perform and demonstrate their value. Our work can help demonstrate tangible results and elevate perception. Whether its rebranding a new acquisition, merging two brands, or advising on go-to-market brand strategies, we partner with PE companies to maximize their portfolio.
Understanding the growing competitive landscape, complex regulatory environment, and evolving customer base, you can find your unique points of difference, strengths across divisions, and new ways to describe the advantages you offer by leveraging emotion to build strong stakeholder bonds.
With frustration around nickel-and-diming and bureaucracy, banks face growing pressures to improve customer engagement. From cross-selling to new customers, we can help you convey connection and emphasize tools that keep consumers in the driver’s seat.
We’ve positioned, named, and designed credit cards that deliver results and promoted them creatively via direct mail, digital advertising, and promotions, so you can be confident that you’re the first card out of the wallet.
New offerings, new models, and constant disruptions require a flexible brand that can deliver your vision and demonstrate your expertise and reliability. We work with fintech brands of all sizes to create best-in-class brands, products, events, and materials.
Arcapita—Rebranding a Pioneer
Cohen & Steers—Pursuing Excellence
AB (AllianceBernstein)—A Brand Transformation
Financial Services & Brand Intimacy
Our annual study, the world’s largest of brands based on emotion, has shown that since COVID, consumers have increased the number of brands they forms attachments by almost 10% to and that brand performance has increased nearly 20% since before the pandemic.
Financial services has an average Brand Intimacy Quotient score of 32.1, which is below the cross-industry average of 36.8. However, the industry did improve its Quotient score performance by 15 percent since our 2021 study.
Archetypes & Stages
Enhancement remains the dominant industry archetype, and financial services ranks sixth overall for enhancement. PayPal is the highest ranked brand for this archetype. The category improved is fusing score, by an impressive 30 percent since 2021.