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Build a Bank Brand Worth Fighting For

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Manage episode 501138918 series 2624833
Content provided by Jim Marous and Evergreen Podcasts. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Jim Marous and Evergreen Podcasts or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Fintech disruptors like Chime, Revolut, Venmo and the Cash App have shaken up the banking world by positioning themselves against traditional banking's pain points, yet most established banks continue to compete on incremental improvements rather than bold differentiation.

Consumers are drowning in nearly indistinguishable offers, a reality my guest on Banking Transformed, Laura Ries, calls out in her newest book, "The Strategic Enemy: How to Build and Position a Brand Worth Fighting For". Her antidote is intentionally counterintuitive: stop trying to be “better,” and instead become unmistakably different by defining, and then defeating, a single, visible foe.

Ries argues that when brands rally around an “enemy,” and reinforce the fight with a memorable “visual hammer,” they earn a permanent slot in the customer’s mind.

Our conversation explores how enemy-based positioning and vivid visual symbols can help banks escape commoditization, revitalize trust, and signal a bolder future.

  continue reading

436 episodes

Artwork
iconShare
 
Manage episode 501138918 series 2624833
Content provided by Jim Marous and Evergreen Podcasts. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Jim Marous and Evergreen Podcasts or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Fintech disruptors like Chime, Revolut, Venmo and the Cash App have shaken up the banking world by positioning themselves against traditional banking's pain points, yet most established banks continue to compete on incremental improvements rather than bold differentiation.

Consumers are drowning in nearly indistinguishable offers, a reality my guest on Banking Transformed, Laura Ries, calls out in her newest book, "The Strategic Enemy: How to Build and Position a Brand Worth Fighting For". Her antidote is intentionally counterintuitive: stop trying to be “better,” and instead become unmistakably different by defining, and then defeating, a single, visible foe.

Ries argues that when brands rally around an “enemy,” and reinforce the fight with a memorable “visual hammer,” they earn a permanent slot in the customer’s mind.

Our conversation explores how enemy-based positioning and vivid visual symbols can help banks escape commoditization, revitalize trust, and signal a bolder future.

  continue reading

436 episodes

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