Modern Marketing

2017 was a year of bolstered and bruised reputations in finance

  • Though the public likes to hate on financial brands, sometimes actions and internal politics can shape their reputations
  • Issues affecting reputations in 2017 included the politicization of brand identities, questions around use of customer data, work culture and issues around sexual harassment
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2017 was a year of bolstered and bruised reputations in finance

 


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Getting customers to act, Modern Marketing

Ears are the gateway to a consumer’s heart: 5 brands that are hitting all the right notes in sonic branding

  • Some of the biggest brands in the industry like Amex and PayPal are using sound to connect with their audiences.
  • We explore the different directions brands have taken with their sonic identities and how they add more fuel to their sonic brand launches by working on adjacent marketing strategies that give the launch more shelf life.
Rabab Ahsan | July 23, 2024
Modern Marketing

Branding 101: How to anchor a brand in sound using AI and talent feat. Mastercard

  • Mastercard is pushing the envelope by delving into the realms of sonic branding, to impact and connect more closely to their customers.
  • No one does this better than Mastercard, which has not only launched its own sonic logo, but put considerable weight behind its sonic branding venture by launching an album and building a an AI-powered studio that helps its employees create renditions of its sonic logo for different contexts.
Rabab Ahsan | July 02, 2024
Creating win-win partnerships, The Customer Effect

Behind the US Bank, Greenlight partnership

  • Serving Gen Z has created a conundrum for banks: they know they need to have an offering for younger customers but they don't quite know what to build for them.
  • U.S. Bank recently partnered with Greenlight to roll out a family banking offering to its customers within its mobile app.
Zachary Miller | June 25, 2024
BNPL, Getting customers to act, Modern Marketing

Branding 101: How Klarna translates its branding principles into product and UX design

  • Given mounting competition, one way a brand can build awareness among consumers is branding, and Klarna is one of the best.
  • Dive into Klarna's branding principles and marketing campaigns to find out how the Swedish brand manages to stand out, marrying its design ideals to its products.
Rabab Ahsan | June 11, 2024
Artificial Intelligence, Member Exclusive, The Customer Effect

How to build a chatbot: Lessons from Bank of America, Klarna, and Lili

  • Everything from the UX, to the scope of a chatbot can impact how meaningful customers find interacting with a digital assistant.
  • While larger companies are able to heavily involve their own product and software development teams in building a chatbot, smaller firms in the industry should keep their focus narrow, find the right partners and ensure they are responding to how customers are engaging with heir chatbot.
Rabab Ahsan | June 04, 2024
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