Skip to content

THE SEISMIC SPRING 2022 RELEASE IS HERE. Learn More

CHOOSE YOUR LANGUAGE

  • English
    • Enablement Cloud

      Meet the unified solution that’s igniting revenue growth for customer-facing teams.

      Learn More
    • PRODUCTS

      • Sales Content Management
      • Learning & Coaching
      • Buyer Engagement
      • Content Automation
      • Strategy & Planning
      • Enablement Intelligence
    • PLATFORM

      • Platform Overview
      • Integrations
    • What is Sales Enablement?

      New to sales enablement? No problem. Learn what it is and why it matters here.

      Learn More
    • USE CASES

      • Sales Enablement Teams
      • Sales Teams
      • Marketing Teams
    • INDUSTRIES

      • All Industries
      • Asset Management
      • Banking
      • Healthcare & Life Sciences
      • Technology
    • Read Their Stories

      Read how global customers from all different industries thrive with Seismic.

      Read Their Stories
    • CUSTOMER STORIES

      • Genesys
      • Deluxe
    • FOR OUR CUSTOMERS

      • Seismic University
      • Seismic Community
    • About Us

      Discover who we are, what we value, and how we work at Seismic.

      Learn More
    • ABOUT SEISMIC

      • Careers
      • Leadership
      • Diversity & Inclusion
      • Partners
      • Aftershock Store
      • Contact Us
    • NEWS

      • Newsroom
      • Analyst & 3rd Party Reports
      • Shift 2022
    • Sales Acceleration

      Explore best practices for onboarding, ramping, and upskilling your sellers.

      Learn More
    • WHAT'S NEW

      • Blog
      • Events & Webinars
    • COLLECTION HUBS

      • Resources Center
      • Enablement Explainers
      • AI-Guided Selling
      • Social Selling
      • Financial Services
      • Buyer Engagement
  • Get a Demo
Return to the Blog

Branding in Financial Services: Authenticity Matters

Last week’s Gramercy Forum NYC: Financial Marketing 2016 event provided attendees with a unique opportunity to hear directly from senior ...

Seismic
Seismic
December 23, 2015

brand image

Last week’s Gramercy Forum NYC: Financial Marketing 2016 event provided attendees with a unique opportunity to hear directly from senior marketing executives from top Wall Street firms about the priorities, opportunities and challenges they see heading into 2016.

For readers not familiar with the Gramercy Institute, it’s an industry think-tank focused on the intellectual needs of senior marketers in the financial services industry. With a core membership of more than 30 of the world’s top firms, the Gramercy Institute connects thousands of professionals in the financial sector, and is the largest network of senior financial services marketers in the world.

Panelists at the New York event represented a cross-section of the broader financial services market.  Marketers from leading asset and wealth management firms were joined by their counterparts from auditing and professional services companies, stock exchanges, advertising and marketing agencies, and media organizations. Session topics included:

  • How are firms differentiating themselves and communicating their value proposition?
  • What are the key elements of a firm’s brand in the institutional financial services sector?
  • What are the most effective strategies and channels for connecting with key audiences?

While all of the panels were insightful, one entitled Reputation Management: The Authentic Financial Brand, featured a very compelling discussion about the evolving nature of financial brands and how best to manage them. The panelists included SVPs and VPs of brand marketing from a major asset manager, a large commercial bank, and a ‘Big Four’ accounting firm, as well as the president of a major advertising agency. Following are some of the more notable points made in the session.

“When making any kind of change, be really clear about the brand and what it represents with internal audiences first. Then and only then can you bring it to external audiences.”

“It’s an equation.  What you do, plus what you say, times your culture equals your brand.”

“Brand used to be described as a promise – an expectation in the customer’s mind.  Well, it’s no longer a promise. Your brand is the sum total of what your people actually deliver today, tomorrow, and the day after that.”

“The propellant for a financial brand today is authenticity.”

The panelists all agreed on this last point. They pointed out that with mobile, social and always-connected customers, there’s an immediacy to brand building today. Given that immediacy, and the significant influence that connected customers have on a brand today, it’s imperative for firms to be transparent, and to be upfront and honest about all that they do.

It is forthrightness that helps create the authenticity that clients seek today – and that has often been missing on Wall Street in recent years. In today’s market, the more authenticity a firm can create, the stronger its brand will be…and vice versa.


5-ways-content-automation-changes-the-game-for-financial-services-marketers

  • asset management
  • wealth management

Related articles

How to drive investment banking deals with sales enablement

Investment bankers can build better relationships and accelerate deals with the right enablement tools.
Read More: How to drive investment banking deals with sales enablement

Growth, innovation and opportunity on the horizon

Celebrating Seismic’s Series F funding round and what to expect from us next.
Read More: Growth, innovation and opportunity on the horizon

Accelerate your firm’s client engagement strategy

Relationships matter more than ever. Learn how leading firms are increasing client engagement.
Read More: Accelerate your firm’s client engagement strategy

If you made it this far, we must be striking a chord.

Get a Demo
Seismic
  • Product
  • Seismic Enablement Cloud™
  • Sales Content Management
  • Learning & Coaching
  • Buyer Engagement
  • Content Automation
  • Strategy & Planning
  • Enablement Intelligence
  • Solutions
  • Sales Enablement Teams
  • Sales Teams
  • Marketing Teams
  • Resources
  • Blog
  • Resources Center
  • Trending Topics
  • What is Sales Enablement?
  • What is AI-Guided Selling?
  • What is Social Selling?
  • Integrations
  • All Integrations
  • Google
  • Microsoft
  • Salesforce
  • COMPANY
  • Contact Us
  • Careers
ISO 27001 Certified by Schellman
  • © 2022 Seismic
  • Terms of Use
  • Privacy Policy
  • Follow us on Linkedin
  • Follow us on Instagram
  • Follow us on Twitter
  • Follow us on YouTube
  • Follow us on Facebook