Strategic Marketing and the Power of Brand

Podcast Interview with Amber Farley and Sean Hockenbery

What is it that would make you drive two miles out of your way for a cup of coffee? Or spend a small fortune on your kid’s backpack? It comes down to strong branding. “Your brand is a belief system,” says Sean Hockenbery, EVP at Financial Marketing Solutions. “When people believe, they belong. When they belong, they become an ambassador.” Consumers are fiercely loyal to their favorite brands—and it starts young.

So when banks assume that their brand is all about their name, logo and colors, it’s a wasted opportunity. Amber Farley, EVP at FMS, points out that in a commoditized industry, brand can set a bank apart by revealing “the authentic belief in who we are.” Do your customers perceive your brand the same way bank management does? If not, you have some work to do.

Amber and Sean sat down with ABA SVP Shelly Loftin at the ABA Bank Marketing Conference in Baltimore to talk about the ways brand now plays into strategic marketing. Listen in to learn the three things you need to think about when developing your brand.

If you can’t see the audio player above, click here to listen to Shelly Loftin’s interview with Amber Farley and Sean Hockenbery.

The interview was recorded at the 2018 ABA Bank Marketing Conference in Baltimore.