How Are You Going to Be Different?

Podcast Interview with John Oxford

Need a double-strength dose of unsweetened bank marketing advice? Pull up a chair and join us at the University of Oxford—John Oxford, that is. Director of marketing at Renasant Bank, co-host of the Marketing Money Podcast and frequent ABA contributor, Oxford is a leading voice on the theory and practice of bank marketing. And he’s on a mission.

Oxford sat down with ABA SVP Shelly Loftin at the ABA Bank Marketing Conference in Baltimore to talk about branding, content, communication and conversion. But it all starts with branding. And if your bank is one of the 60 to 70 percent of banks that have a common word in their name (e.g., first, state, national or trust), he’s speaking directly to you. Because he wants your bank to change its name.

When it comes to differentiation, he says, “You can’t really play off the ‘people’ thing anymore.” These days, most bankers move several times over the course their careers. Standing out in a commoditized industry requires a strong, distinct brand.

Changing a bank’s name costs money. But, he adds, “You have to make the investment to make your brand stand out and be different. Quit talking about being different when you’re not.”

Listen in on Loftin and Oxford’s podcast interview for a five-minute crash course on bank branding.

If you can’t see the audio player above, click here to listen to Shelly Loftin’s interview with John Oxford.

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