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.
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. 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”

Data Snacks, Member Exclusive

More people would make contactless payments if they actually owned a contactless card

  • There is still a small but not insignificant portion of the population that doesn’t own a contactless card.
  • Card issuers could benefit from filling the gap in the market.
Rivka Abramson | April 12, 2021
Data Snacks, Member Exclusive

With frustrated customers, the majority of banks still don’t have a plan

  • The Covid-19 pandemic has forced banks to prioritize customer experiences and interactions.
  • Data ecosystems can help drive bank platform success for hyper personalization and risk identification.
Rimal Farrukh | April 12, 2021
Member Exclusive

With use of digital receipts on the rise, their potential for consumer insight is grabbing attention

  • Covid-19 is accelerating the spread of digital receipts.
  • And with the increase of digital receipts comes the increase of consumer data. Financial institutions and big tech want in.
Rivka Abramson | April 08, 2021
Member Exclusive

A look through LendingClub’s Q4 2020 earnings

  • LendingClub’s latest earnings report revealed an originations increase of 56 percent which surpassed the high end of its guidance range.
  • Last month, Lending Club officially repositioned itself as a marketplace bank through its acquisition of Radius Bank.
Rimal Farrukh | March 29, 2021
Member Exclusive, Modern Marketing

‘Less than 50 years ago, women could be turned down for a credit card based solely on their gender’: Behind the launch of The Card by Seneca Women

  • The card will reward shoppers for making purchases at women-owned businesses.
  • The move could especially appeal to Gen Z consumers, who place extra weight on companies’ ESG initiatives.
Rivka Abramson | March 23, 2021
More Articles