In recent years, corporate brands in financial services businesses, both retail-facing and B2B, have become a major factor in the attraction and retention of clients, talent, partners and capital. In this industry it has not always been so, but in today’s crowded, highly competitive global marketplace, a strong brand can be a major source of advantage. Corporate brand salience has become particularly important in service industries, where economic value is delivered through intangibles and offerings are often seen as interchangeable.

Why have corporate brands come to matter so much in financial services? Much of the answer to this question lies in the growing understanding among corporate executives of what brands actually are and how they add value. Continue reading →