Magazine article Marketing

Editor's Comment: The Feeling's Mutual

Magazine article Marketing

Editor's Comment: The Feeling's Mutual

Article excerpt

According to the latest instalment of McCann Erickson's Moodier Britain survey, 50% of people have little trust in banks. A quarter don't trust them at all.

Well, no one in financial services is under any illusions about popularity; if anything, they are likely to think the reality is worse than this research suggests. Last week's Marketing Financial Forum in Chepstow provided a great chance to hear some opinions about how financial brands can communicate during a recession. There was a unanimous view that the high-profile collapse of banks and well-documented bail-outs have meant that trust has gone from the sector, and is very unlikely to return for a while.

Some of the delegates pointed out that, while headlines may talk about trust in banking being eroded, this is nothing new. Consumers, they say, have never trusted banks - rather, they have long tended to view them as a necessary evil.

That aside, financial-services brands have to maintain marketing, whatever the climate. …

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