Summary
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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