Beyond utility

In the age of the App

utility is key

People love Apps

Mortgage

Savings

Credit Card Loan

Investments

Insurance

Cash

Accounts

PensionMy Bank

Without customer relationships,Customer Relationships

Defenceless

Our

Lowest

Rate

Ever!

USP to ESPUnique Selling

PropositionEmotional Selling

Proposition

Feeling

Individuality

Community

For brands to succeed in the age of the App we must go beyond utility.

Features

Segmentation

Corporate

Economics

Motivations

Communities

Human

Psychology

Branding yesterday

Branding tomorrow

Utility Affinity

Industry’s own bank brand

tracking research is consistent in showing this…

An ideal bank

Solves problems effectively and quickly

Easy and quick to make transactions

Charges that are fair and predictable

Great online experience

24 hour a day service,accessible from around the world

The bank shares my values

It is a trusted company

Utility Affinity

Source: Industry Benchmark Study, Bank Brands, September 2013

Three drivers of brand advantage for banks

How would you rate the attitude of this brand towards

customers?

1Brand

longevity

3Brand

attitude

2 Brand trust

Will this brand be here in 10 years?

How much do I trust this brand?

Jeremy Davies, Chief Marketing Officer,

Commerical Bank of Qatar

Dr Fraz Chishti, Chief Innovation Officer,

Noor Bank