Marketing/Branding Best answer on the web
"like" from a financial services perspective?
Hope that helps.
Thank you.
Thank you for the clarifications. Your question covers a huge topic and there is an abundance of resources available to help you explore current trends in branding, the branding of financial services, marketing financial services to GEN-X and the branding preferences of GEN-X. I?ve grouped the material I found according to these categories to help you focus your research.
I wish you well for your project.
~ czh ~
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MARKETING TO GEN X
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http://www2.darwinmag.com/read/feature/cmofeb_06.cfm
Talking ?Bout Whose Gen X?
01/26/2006
Who Is Generation X?
?Four demographers will give you five different definitions of Generation X,? says David Morrison, president and founder of Twentysomething, a young-adult marketing firm. According to the U.S. Census Bureau, Generation X was born between 1964 and 1984, which would put their numbers at roughly 77 million. Others use cutoff dates of 1961 to 1981, which would add up to 83 million members. Still others use the much narrower definition of birth years between 1965 and 1979.
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http://www2.darwinmag.com/read/feature/cmofeb_06_sidebar.cfm
Turn Gen X Influence Into Action
01/26/2006
Gen X Characteristic:
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http://www.thestar.com/NASApp/cs/ContentServer?pagename=thestar/Layout/Article_Type1&call_pageid=971358637177&c=Article&cid=1145796845941 Generation X rules
Apr. 24, 2006. 07:09 AM
Ten years ago I started a magazine about my generation, a group of disenfranchised youth branded with the letter X. Flash forward a decade and now we're running the world.
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http://www.logomall.com/imprintPM/issues/fall-2001/features3.htm
Generational Marketing: Playing The Age Card
Gen X & Y -- Life After The Big Boom
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http://www.housingzone.com/article/CA503868.html
Lingering Myths about Generation X
Dispelling myths about the "Lost" Generation
February 1, 2005
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http://schmeiser.typepad.com/the_rage_diaries/2005/12/more_on_my_ggge.html
2005.12.14
More on My G-G-Generation
Now that I do a little more legwork, it should have been screamingly evident that Gen Xers make bad fashion lemmings.
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http://www.b2bbranding.com/marketing_essentials/newsletter4.html
Generations in Marketing
Boomers, Xers, and Y.
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http://www.csmonitor.com/2004/0721/p12s02-lifp.html
July 21, 2004
The grunge generation grows up
They were known for their lack of commitment. Now Generation X is making waves, its own way.
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http://www.lhonline.com/article/12041/
April, 2006 Click here for permissions!
2006 Penton Media
Reaching out to Generaton X
Marketing pundits target a maturing demographic
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BRANDING ISSUES FOR GEN X ? ATTITUDE, PREFERENCES, IMAGE
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http://www.etstrategicmarketing.com/Smnov-dec04/art5.html
Creating Brand Personality for Generation X
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http://www.lifecourse.com/media/clips/051214_wwd.html
Women's Wear Daily
December 14, 2005
Gen-X Pinches Apparel Purchasing
It's the terra firma of the thirtysomething crowd, Generation X, the only American generation to spend less on apparel in the 12 months ended in October than it did a year earlier - a 4 percent drop, or $16.4 billion versus $17.1 billion, according to The NPD Group research firm. Apparel marketers are simply failing to retain the Xers' attention, let alone boost their dollar take from a group that's placing a rising priority on homes and families.
As a result, there's a significant opportunity for stores to offer Xers a sense of empowerment by providing a way for them to customize their clothing choices. "The big thing is for retailers to make styles available that can be customized to reflect someone's sense of self-expression," Smith said.
"This is a generation that's grown up feeling in control of things. New technologies have given Xers a sense of self-assurance."
While marketing executives and trend forecasters were hard pressed to name a single apparel brand that's done a particularly good job resonating with the Xer cohort, Target and Starbucks were frequently mentioned as appealing to the group. Both market a sense of style - design at a price at Target and a lifestyle setting at Starbucks. In May, research published by NPD Fashionworld showed that the five apparel brands most popular with women in the cohort were led by Victoria's Secret, followed by Liz Claiborne, Talbots, Jones New York and Hanes.
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http://xpatiate.bannoy.net/features/genx.html
"The Only Things That Aren't Fake Are You, Me and Sprite": Ironies and Realities in Generation X Advertising
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http://www.fotosearch.com/image100/genx-attitude/IMG125/
GenX attitude - stock photography images. Royalty free pictures and photos on disc or for download.
This essay aims to explore the cultural phenomenon known as Generation X, its relation to advertising and the media, and the postmodern fascination with 'the real' that is evident within this relation. The term 'Generation X' refers to a cohort of young adults, born roughly between the mid-60s and mid-70s, who have grown up deconstructing media texts and who are now themselves the unwilling target of marketing campaigns. The ways advertisers try to get on-side with Generation X, a target market that declares "I am not a target market" (Coupland, 1992), often involve postmodern techniques such as pastiche, irony, parody and reflexivity - ways of playing with 'the real' - and such advertisements frequently make use of notions of 'the real', for example in slogans such as 'image is nothing' or 'it's got to be real'.
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http://www.iconoculture.com/Advisory/Industries/SuccessStory/index.aspx
Success Story
To Volvo, cars are not engineered, nor built. They are brought to life. Volvo?s Concept Lab is where it all begins.
Business Challenge
Intent on capturing a younger, Gen X customer base, Volvo Car Corporation needed to answer the question: Who exactly is the Gen X customer and what are their needs, wants, and desires today? Volvo?s existing methods and information sources to address this question required more depth, so they turned to Iconoculture.
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http://brandnoise.typepad.com/brand_noise/gen_x/index.html
The blog for brand planners
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BRANDING FINANCIAL SERVICES
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http://www.redbrickdesign.com/pages/portfolio-section/viewbyindustry/graphic-design-byindustry.html Examples of design by marketing communications company
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http://www.marketingpower.com/content1115.php
Principles of Financial Services Branding
Four Branding StagesThe survey responses show that there are four clear types of brand use among financial institutions around the world.
Stage 1: Visual Identification
Stage 2: New Subsidiary Development
Stage 3: Catalyst for Corporate Change
Stage 4: Centerpiece of Corporate Strategy
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http://www.interbrand.com/portfolio_details.asp?portfolio=2804
Barclays -- Inventive Spirit
Business Issue
Interbrand helped Barclays to evolve the visual identity of the 300-year old financial services institution and to create a fresh and distinctive tone of voice, to reflect a new brand positioning that would change traditional perceptions of large financial services organizations. When it came time to rally the bank?s 5,000 employees behind the new positioning, visual identity and tone of voice, Barclays commissioned Interbrand for an internal communications campaign that celebrates the inventive spirit of the brand and its people.
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http://www.copernicusmarketing.com/about/docs/financial_services.htm
Counterintuitive Marketing Strategies for Branding Financial Services Online
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http://www.marketresearch.com/map/prod/904627.html
Branding Financial Services on the Internet
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http://news.bbc.co.uk/1/hi/business/the_company_file/379989.stm
Business: The Company File -- Banks turn to branding
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http://www.marketingprofs.com/login/signup.asp?source=/3/bachmann2.asp
What You Need to Know About Online Branding of Financial Services
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http://www.prophet.com/knowledge/articles/downloads/Branding%20for%20Banks%20_%20Root.pdf Branding for Banks
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http://www.johnniemoore.com/blog/archives/000459.php
More on banks and branding
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http://www.whillsgroup.com/pages/87_financial_services_branding_and_true_north_.cfm
Financial Services Branding and 'True North'
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http://www.mcculleygroup.com/pdf/brandingbank.pdf
Branding a Bank
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http://www.suasionresources.com/value/build.html
Brand Identity Services for the Financial Services Industry
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http://www.corporate.visa.com/md/nr/press253.jsp
Visa to Evolve Brand to Better Reflect New Payment Opportunities
SAN FRANCISCO, CA, 15 March 2005
Visa International today announced plans to refresh and evolve its brand identity and structure. The changes include a new look for the famous blue, white and gold Visa logo and changes to card design features. A major communications campaign will take place between now and the end of the year when the first cards and merchant signage bearing the new logo will start to appear.
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http://www.harrisinteractive.com/about/pubs/ESOMAR_Research_Paper_Corp_Brand.pdf
The Branding of Banks: How Financial Services Firms are Marketing. Themselves.
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http://www.accenture.com/xd/xd.asp?it=enweb&xd=_dyn%5Cdynamicpressrelease_966.xml
2006 News Releases
Retail Banks Globally Very Optimistic About Growth Prospects, Accenture Study Finds
Banks? Focus Shifting from Cost Reduction to Growth; Many Say They Expect To Grow Faster Than the Overall Retail Banking Sector in Their Home Markets
NEW YORK; March 13, 2006 ? Four out of five retail banks project annual growth of more than 5 percent over the next few years, in many cases outpacing projected growth for the retail banking segment in their home markets, according to results of an Accenture study released today.
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http://www.bizjournals.com/pacific/stories/2002/08/19/story7.html
Niche hotel marketer banks on Aloha for branding
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BRANDING FINANCIAL SERVICES FOR GEN X
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http://info.bpiexpressonline.com/bpiprod/prodserv.nsf/Default+Pages/CreditCardEdge?OpenDocument BPI Edge is the credit card for the young urban professionals in the 25 to 35 year age group, also referred to as the Generation X. With its cutting-edge shape and distinctive design that is available in two hip colors, BLUE & SILVER plus contemporary benefits, it is surely for individuals who are youthful, hardworking and up-to-date in technology, fashion, adventure and other trends.
BPI Edge is not just a card that is nice to look at. Keeping in mind the preferences and lifestyle of its young market, the card is loaded with benefits and convenience distinctive to the Gen X style.
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http://www.celent.com/PressReleases/20020429/GenX.htm
April 29, 2002
Gen-X Professionals, Financial Services, and the Web
A Celent Communications survey of affluent, wired 25-34 year-olds shows massive adoption of online financial services, use of the Web to find and evaluate providers, and strong interest in financial planning services in this important segment.
In a new report, Gen-X Professionals, Financial Services, and the Web, Celent examines the current behaviors and motivations of an important segment for financial services providers ? the affluent, educated, upwardly mobile segment of Generation X (25-34), or Gen-X professionals. Celent estimates that the 2.1 million Gen-X professional households represent US$21 billion in annual potential revenue for the financial services firms who are savvy enough to attract and retain them.
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http://www.bizjournals.com/nashville/stories/2002/09/02/focus4.html
Courting 'slakers': Financial marketers warm up to Gen X
August 30, 2002
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http://www.onsiteconference.com/archives/2004/06-24-04%20Dieringer%20Young%20Women%20Online.htm http://www.thedrg.com/d/mcr/aics/bulletins/20031118_onlinefinancialservice.htm
Young Women Emerging as Key Online Financial Services Users
A quiet revolution is occuring in how Gen X/Y women bank, seek loans & credit cards
Integrating not only branding messages, but also branch and agent location information is more important than ever with the female Gen X/Y users who are now online. If you're not ting/'>targeting Gen X/Y women online for your financial/insurance products - or for many other product categories, as well - you're probably missing an important market growth opportunity.
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http://home3.americanexpress.com/corp/pc/2005/genx_lux.asp
AMERICAN EXPRESS PLATINUM LUXURY SURVEY SHOWS WEALTHY GEN X CONSUMERS ARE MIGHTY IN LUXURY BUYING POWER, SPENDING MORE THAN BABY BOOMER POPULATION
Study Reveals Compelling Data About Luxury Spending Trends, Attitudes and Motivations between the Rich and the Affluent as well as Gen X and Baby Boomer Generations
NEW YORK, June 07, 2005 -- American Express Platinum CardŽ today announced the results of The Second Annual American Express Platinum Luxury Survey, which found that the wealthy are spending lavishly on luxury goods and services. Households that were surveyed had an average annual income of $235,900, were among the top 8% in the U.S., and spend over 20% of their income on luxury goods and services.
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http://buy.cuna.org/static/market_gen_4.html
Marketing Across the Generations: Gen X
For many credit unions, identifying with Generation X has become a critical factor as they make their long-range plans and position themselves for the 21st century. This resource explores numerous issues relating to the Gen X market segment and helps credit unions develop programs targeted to Gen X members?ages 20 to 35. It includes educational and informational programs as well as services that will attract these members. The book also provides methods for communicating with Gen X, and case studies of successful marketing.
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http://www.sric-bi.com/CFD/MRsummaries/MR.VI-08.shtml
Make Way for Gen X
MacroMonitor Marketing Report
April 2004
Generation X?the generation born between 1963 and 1976?has not received the same level of marketing attention that the preceding Boomer generation received (and continues to receive) because of the latter's immense market size. Gen X comprises some 57 million adults, compared with more than 70 million Boomers. But as the larger market of Boomers edges into retirement and subsequent wealth disbursement, Gen X will increasingly account for the large chunk of high-earning wealth accumulators.
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GENERATIONAL MARKETING
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http://www.annfishman.com/
http://www.annfishman.com/downloads/GTM_Articles_Pack.pdf
Generational Targeted Marketing
A specialized marketing firm providing insight into consumer preferences, trends and buying habits affecting the six generations of Americans.
GEN X (1961-1981)
Generation X demands an honest, straight-forward approach. No other generation is so market-savvy. Xers have been shopping all their lives ? on TV, on the Internet, and at the mall as part of their social lives. They expect you to deliver on your marketing promises. Burn them once, lose them forever.
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http://entrepreneurialconnection.com/skills/module28/skills_home.asp
Generational Marketing
ˇ Meet The Generations
ˇ Understanding Generation Gaps
ˇ Matures
ˇ Boomers
ˇ Generation X
ˇ Generation Y
ˇ Pick A Target
ˇ Choose The Right Media
ˇ Craft The Right Message
ˇ Resources
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http://www.hartman-group.com/products/HB/2004_01_12.html
the death of generational marketing
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http://revolution.blogs.com/communication_revolution/generational_marketing/
http://revolution.blogs.com/about.html
http://newsattic.com/d/feed/emediawire_enhanced_media_wire_business_advertising_marketin.html?start_item=901
Veteran Colorado marketing executive, J. William Seccombe, has opened his own strategic marketing agency, Revolution Communications, LLC. The agency will focus on strategic marketing plan development and the implementation of advertising, public relations and viral marketing efforts.
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http://www.loc.gov/rr/business/marketing/generational.html
Home >> Bibliographies & Guides >> Market Segmentation >> Generational
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http://money.cnn.com/magazines/business2/business2_archive/2003/05/01/341962/index.htm Generational Marketing Through The Generations From cameras to colas, brands have always targeted youth. May 1, 2003
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MARKETING AND BRANDING RESOURCES
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http://www.brandchannel.com/
Brandchannel.com launched on February 5, 2001, by Interbrand, as the world?s only online exchange about branding. It has grown to become a valuable resource to a growing database of subscribers and countless other readers.
Brandchannel.com is committed to providing a global perspective on brands. Challenging viewers to think further about the important issues that are affecting brands now and in the future. To further enhance brand awareness, we offer tools and information including global listings/'>tings for conferences, courses and careers, as well as links to other valuable industry resources.
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http://www.allaboutbranding.com/
allaboutbranding.com and DNA Designed Communications Ltd.
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http://www.darwinmag.com/read/070101/brand.html
Brand New Branding
Forget what you knew about branding. The Web changes everything. Four experts explain how and why.
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http://www.technorati.com/tags/branding
Tags: Branding
What?s this? A tag is like a subject or category. This page shows blog posts, photos, and links that have been tagged branding.
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http://www.ecommercetimes.com/story/48764.html
Branding Trends in 2006: Fast Lane to Striking Gold
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http://www.plunkettresearch.com/Industries/AdvertisingandBranding/advertisingandbrandingtrends/tabid/84/Default.aspx Advertising and Branding Trends
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SEARCH STRATEGY
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branding banks OR financial services
branding OR marketing genx OR "gen x"
generational marketing "gen x" OR genx
"gen x" OR genx branding OR market OR attitude
"gen x" OR genx financial services OR banks
"gen x" OR genx "financial services OR products" OR banks
branding "financial services OR products" OR banks
branding
branding trends gen x
Market segmentation by age is somewhat tricky because it's not consistent about the period to be covered. The age group you're asking about was born between 1961 and 1976. They are frequently referred to as Gen X. Your original question seems to ask about how to market financial services to 30-45 year olds. You expanded the question in your latest clarification to "favorite past-time, recreational activities and/or life priorities."
It seems to me that you would like information about how to market financial services to Gex X consumers taking into account research about their broad-based preferences and interests. Please let me know if research along these lines will meet your needs.
I look forward to your clarification.
~ czh ~
Regarding colour - I've found research on wider age groups (e.g. 35-50; 25-35) but not 30-45 year olds.
Regarding the second question - I join Bobbie7 in the question, what do you mean? .
Apologies regarding my previous post. Didn't see yours. First-time Google Answers user. Your line of thinking is correct with the added wrinkle of not only marketing a bank's SERVICES/PRODUCTS to potential customers (GenX) but also how to best position its BRAND (i.e., colors, slogans, designs they would gravitate to) for this age group. The last part is a "reach," I know but you may have access to studies I don't.
THANK YOU!
Please clarify the second part of your question.
What do you mean by ?what ?things ?do they "like" from a financial services perspective?
For example: Results from a survey indicate that a majority of consumers want their financial services providers to offer additional e-mail-based privacy- and security-related services.
80 percent of respondents would like to be notified when their credit report is accessed.
70 percent said they would like to be informed whenever their credit card is used.
Is this the kind of information you require?
If not please provide additional details.
Thank you,
Bobbie7
What is your response to my last request for clarification? I don't know how to proceed. There is lots of information available but it's not compiled by the age group you specified. Thanks.
~ czh ~
#If you have any other info about this subject , Please add it free.# |
July 30th, 2010 edit