‘Digital experience trumps brand’: why finance marketers need to leave psychographics behind

While creatives have historically flaunted the timeless efficacy of their branding-led strategies, industry voices have begun to proclaim the outdated utility of branding. Even in strongly relationship-based industries such as wealth management and banking, the digital touchpoints customers have appear to be making the difference between winners and losers.

Investment in brand building has long been upheld as the key to forming trust with consumers, particularly in the financial services industry.

Evan Rollins, co-founder at Drumline Digital.