No Small Change: Why Financial Services Needs a New Kind of Marketing

ISBN-13: 9781119378037 / Angielski / Twarda / 2018 / 320 str.

Thomson, Anthony

Opis

A 13-point manifesto for a new financial services marketing model Anthony Thomson knows a thing or two about new and disruptive financial services, having co-founded and chaired first the ground-breaking Metro Bank and then the purely digital, app-based Atom Bank.

Spis treści

Preface ixAcknowledgments xiAbout the Authors xiiiCHAPTER 1 About This Book 1CHAPTER 2 What Is Marketing, And Why Does It Matter? 8CHAPTER 3 From 'Best Advice' to 'Satisficing' 20CHAPTER 4 Why Not Then? And Why Now? 26CHAPTER 5 Retail Financial Services How? 39CHAPTER 6 Real People, Real Lives 63CHAPTER 7 Cutting in the Middle Man 74CHAPTER 8 Introducing the New Financial Services Marketing 88CHAPTER 9 How Does Your Firm Define Its Purpose? 98CHAPTER 10 Does Your Firm Have a Strong and Distinctive Culture? 115CHAPTER 11 How Much Is Big Data Changing Your Business? 126CHAPTER 12 Do You Get the Power of Behavioural Economics? 140CHAPTER 13 Are You Really Any Good at Innovation? 156CHAPTER 14 Are You Absolutely Sure About 'Restoring Trust'? 173CHAPTER 15 Whatever It Is, Can You Make It Simpler? 190CHAPTER 16 Are You Just a Little Bit Boring? 205CHAPTER 17 Call That a Brand? 216CHAPTER 18 Yes, But Can You Prove It's Working? 234CHAPTER 19 Must Planning Your Comms Be So Horribly Complicated? 245CHAPTER 20 How Far Can You See Beyond Financial Services? 265Appendix: Winning Entries from the Financial Services Forum Marketing Effectiveness Awards 274Further Reading 291Index 293

O autorze

LUCIAN CAMP is an independent financial services branding, marketing and communications consultant. During his career, he was founder, creative director and chairman of Tangible, the UK′s leading specialist in financial services branding and communications. He regularly writes, speaks and blogs on financial services brand, marketing and communications issues.

ANTHONY THOMSON founded and chaired Atom bank, co–founded and chaired the Financial Services Forum, co–founded and chaired Metro Bank and is a non–executive director of the software company Agiliti. He has been included in Marketing Magazine′s list of the top 100 most powerful and influential people and named by the Evening Standard as one of the most influential Londoners in the City.

Blurb

Praise for NO SMALL CHANGE

"No Small Change is a must–read for anyone with an interest in how behavioural economics, communication and technology can help shape a positive financial future for everyone."
Jayne–Anne Gadhia, CEO, Virgin Money

"If you′re looking for an insightful, challenging and highly readable practitioner perspective on financial services marketing, look no further."
Dr Leslie de Chernatony, Honorary Professor of Brand Marketing, Aston Business School

"This book illuminates the path to customer–first thinking for FS marketers and the organisations that they seek to enlighten."
Mark Evans, Marketing Director, Direct Line Group

"Read this book to find out how to transform your company into a truly customer– led, marketing–focused organisation. You never know, it might just give you a revenue lift too."
Chris Skinner, Digital Banking expert; Author of Value Web, Digital Bank and best–seller Digital Human

"This engaging and important book about the new world of financial service marketing deserves a much wider readership among all those interested in finance, as well as marketing in general."
Adrian Furnham, Professor of Psychology, Norwegian School of Business; Author of The Psychology of Money

"With financial marketers being challenged by the intersection of a quickly changing ecosystem and new marketing technologies that leverage digital tools, there has never been a better time for this book."
Jim Marous, Publisher, The Financial Brand

"No Small Change makes an entertaining job of exploring the unexpected affinity between the academic discipline of behavioural economics, and the rather less elevated craft of direct marketing."
Rory Sutherland, Vice Chairman, Ogilvy Group

"The historical financial services system excluded many and preyed on others, while profits soared. No Small Change describes a world where digital experiences are creating radical shifts in this imbalance."
Brett King, Founder, Moven; Author of Bank 4.0