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For CMO Professionals

Financial Service Brands Fail To Earn TRUE Consumer Trust

Technographics® TRUE Brand Compass: Financial Services

October 23, 2013

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Authors

  • By Tracy Stokes
  • with David M. Cooperstein,
  • Roxana Strohmenger,
  • Catherine Graeber,
  • Anjali Lai,
  • Alexandra Hayes

Why Read This Report

Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all industries now have a steeper hill to climb to earn brand preference, referral, and willingness to pay a premium price. In an era where the reputation of many financial institutions has been tarnished, financial service brands must work harder than ever before to regain consumer trust in their brand. This report analyzes Forrester's new Consumer Technographics® TRUE brand compass data to determine which financial services brands are positioned to win the battle for consumer mindshare and which aspects of a trusted, remarkable, unmistakable, and essential (TRUE) brand drive that leadership.

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Table of Contents

  • Marketers Require New Metrics That Capture Brand Resonance
  • Leading Financial Services Brands Must Be Trusted And Essential
  • Financial Services Brands Don't Resonate With Customers
  • RECOMMENDATIONS

  • Financial Services Brands Must Win Back Customer Trust
  • Supplemental Material
  • Related Research Documents