Member Exclusive

Outlier Briefing: Frontify’s MJ Mueller on what it takes to create the most valuable financial brands

  • Building a financial brand isn't easy and it takes commitment.
  • Frontify CMO MJ Mueller joins the Outlier Briefing to talk about the consistency needed to grow a valuable financial brand.
Zachary Miller | March 02, 2021
close

Email a Friend

Outlier Briefing: Frontify’s MJ Mueller on what it takes to create the most valuable financial brands

This briefing is exclusive to our Outlier members. We go deeper with subject matter experts, to take actionable steps that can impact your business and market. With all the new entrants to banking and financial services, there’s a sea of sameness around certain parts of the industry. Branding can take a product surrounded by competition and really make it memorable. But to do that, everyone needs to be on the same page. Marketing, PR, product, sales — there’s a consistency great brands have that underlies everything they do. Today’s guest is MJ Mueller, CMO of Frontify. The Swiss software company provides a brand management platform, working with large financial brands all over the world to build powerful brand experiences. MJ discusses how top financial brands — whether they’re incumbents or digital-only — make remarkable impressions and why collaboration and consistency are so important. We talk about the challenges the pandemic has posed for top and emerging brands. Lastly, MJ touches on the future of branding in the financial space.

SPONSORED

 

Takeaways

  • Top financial brands need a single source of truth: Banks and other financial firms need a home for their branding materials and messaging.
  • Consistency is paramount: Across regions and teams, top brands are consistent in their messaging and imagery.
  • Collaboration happens across silos: Teams that span the organization and can work together create more impactful and lasting financial brands.
  • The market is moving: There’s a growing need to stand out with a strong brand as incumbent players are joined by fintech firms and now big tech competing in financial services. Apple is a very strong competitive brand.
  • New generations want different things: Gen Z and Millennials are strong demographics, each with different needs. Trust in banks has eroded and successful financial brands can address this head on.
  • Fintech brands need to keep up with growth: Sometimes, fintechs are surprised by the pace of growth and the need for the brand values to permeate everything they do. MJ cited Robinhood’s recent challenges around the GameStop stock snafu that drives home the point that brands extend to customer service, as well.

Listen to an abridged version of the briefing

 

This content is available exclusively to Tearsheet Outlier members.

Tearsheet Outlier information and signup Missing out? Subscribe today and you’ll receive unlimited access to all Tearsheet content, original research, exclusive webinars and events, member-only newsletters from Tearsheet editors and reporters and much more. Join Outlier now — only $49/mo. Already an Outlier member? Sign in to your account

0 comments on “Outlier Briefing: Frontify’s MJ Mueller on what it takes to create the most valuable financial brands”

Member Exclusive, Payments

Payments Briefing: ‘We penetrated the blue ocean opportunity of the Spanish-speaking market’ – NovoPayment’s Anabel Perez

  • This week, we take a look at Miami-based BaaS provider, NovoPayment.
  • We also discuss Bumped, a firm that rewards customers with equity in the brands they shop from.
Ismail Umar | May 12, 2022
Member Exclusive

Lending Briefing: How fintechs are digitizing the mortgage process

  • Shifting consumer preferences are incentivizing mortgage banks to digitize other outdated, paper-based or manual parts of the business. But most of the innovation is happening outside the legacy system with fintechs taking the lead.
  • Given the current macroeconomic environment, uncertainty and dwindling margins in the mortgage sector, digital processes can help weather the storm by reducing costs.
Iulia Ciutina | May 11, 2022
Data Snacks, Member Exclusive

Data Snack: Real-time payments contribute a meager 0.9% to US transactions, FedNow expected to change that

  • The US real time payments industry is small, with just two networks, neither of which span across the country.
  • Federal Reserve’s country-wide real-time payments network initiative, FedNow, is expected to become one of the biggest payment clearance settlement systems in the world upon release.
Subboh Jaffery | May 11, 2022
Member Exclusive, New banks

Banking Briefing: Interest rates, big banks, and Revolut’s bumpy road to super-app-dom

  • The Central Bank raised its benchmark interest rate by half a percentage point. But with more fintech competition than ever, can major banks afford to respond the way they have in the past?
  • Meanwhile, Revolut’s super app strategy is hitting some bumps. What does that mean for the firm?
Rivka Abramson | May 09, 2022
Data Snacks, Member Exclusive

Data Snack: US fintech lenders down 30% on average in Q1 2022

  • Macroeconomic trends loom over the fintech sector and pressure public market stocks - most fintech lenders are down 30% or more in the first three months of 2022.
  • This could be a reaction against higher interest rates, which can grow the risk of defaults - driving investors to reevaluate fintech valuations, especially those with aggressive growth strategies.
Iulia Ciutina | May 06, 2022
More Articles