Marketing Trust During the Financial Crisis

by Chris Brown on Monday, March 30, 2009

Branding becames a bigger challenge when your competitors are going out of business. Trying to position and market a business as ”trustworthy” at a time when everyone is loosing confidence in just about every industry is beyond challenging.

While I don’t think marketing is the answer to this question, marketing will play an important part in communicating the solution and helping to bring back the trust. Chart from Edelman’s 2009 Trustbarometer

How did we get here?
I watched this excellent animated explanation of the financial crisis of credit by Jonathon Jarvis a few weeks ago and it stuck with me. The graphic flow charting and easy to understand. Very nice work of communicating a complicated financial mess! Hat tip to Flowing Data. In 11 minutes, it clearly explains the relationships between consumers, subprime mortgages, brokers, bankers and how things became unravelled.

The Crisis of Credit Visualized from Jonathan Jarvis on Vimeo.
For more, see Flowing Data’s 27 visualizations.  (Less visual but also of interest: the trend from the FDIC’s failed bank list.) 

Finding the Answer to the Financial Crisis
Being the optimistic person that I am, I want some answers to complicated questions.  Here are links I’ve gathered to help show the way out:

Do you handle financial marketing?  Have a solution and recommendation? Feel free to comment and leave your link -without the http:// so that it’s doesn’t get sent to the spam filter.

{ 2 comments… read them below or add one }

Jeffry Pilcher March 30, 2009 at 9:26 am

FYI – The link to the National City case study doesn’t work. There are two URLs in one.

Thanks for the plug. Regarding Nielsen’s advertising research, I think most people were regurgitating Nielsen’s headline, which was fairly self-serving. The raw data they came up with said 25% of people felt better about a financial institution if they saw an ad from them, while 44% said they felt better when they read something positive about a financial institution in the news. Nielsen’s conclusion was that ads have an impact. Sure, that’s true. But do I, as a financial marketer, want to do something that is 19% less effective than another tactic?

And then there’s the question of credibility. Banks have none right now, so who will believe what they have to say in ads? At least the press has some credibility left.

Chris Brown March 30, 2009 at 2:20 pm

Jeff:
Thanks for the heads up and thanks also for the insights.

I usually favor PR over advertising because you can tell your story and build image while building awareness.
thanks again,
Chris

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