Save or Share this Report

For CMO Professionals

Financial Service Brands Fail To Earn TRUE Consumer Trust

Technographics® TRUE Brand Compass: Financial Services

October 23, 2013

Primary author headshot


  • 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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Want to know what will happen in 2020? Visit Forrester's Predictions 2020 Hub, where you can read what's coming next in marketing, customer experience, technology, innovation, and more.

Purchase Report

This report is available for individual purchase ($745 USD).


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

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