Member Exclusive

Tearsheet Outlier Briefing: MBLM’s Rina Plapler on what’s behind the top ranked financial brands

  • Rina Plapler is a brand expert and consultant at MBLM.
  • She briefs Outlier members on the components of building an intimate financial brand that builds strong relationships.
close

Email a Friend

Tearsheet Outlier Briefing: MBLM’s Rina Plapler on what’s behind the top ranked 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.

As a partner at MBLM, Rina Plapler was instrumental in creating her firm’s research on brand intimacy — the emotional science that measures the bonds we form with the brands we use and love. She’s applied this research to the financial industry in an effort to rank the companies and characteristics that make for today’s strongest brands. MBLM recently published its Brand Intimacy Study 2020.

Rina joins us on for a Tearsheet Outlier Briefing to discuss what makes up brand intimacy and how emotional people feel about financial services. We look at her rankings and the attributes of today’s strongest financial brands. Lastly, she provides advice to companies to make themselves into more intimate brands.

Takeaways

  • Brand intimacy: “You can think of it in terms of a human dynamic. You have to be a user of a brand. You can’t be in a relationship with someone you don’t know. So you can’t be intimate with a brand you’re not a user of. This isn’t about awareness or consideration.”
  • Hostage customers: “Financial services have what we sometimes called hostages, in the sense that they’ve got a lot of captive customers. You don’t want to leave for convenience or stickiness or history. But how do you make that relationship that’s really positive and powerful, not just required?”
  • The emotional component: “People might think the connection between financial services and emotion is a little odd but when you think about it, what’s more important to people than their money, and maybe their health?”
  • Financial services against the world: “Financial services is not the best performer but it’s not the worst either. It’s below media, automotive, retail, and consumer goods, but it’s also above hospitality, appliances, luxury and travel.”
  • Variance in top financial brands: “PayPal’s got a quotient score of 40. And now, Amex is 32.2. But if you start to look at our 10th rank brand US Bank, there’s quite a difference ranking — 17.8 quotient score. So within the categories, there is quite a bit of variance.”
  • Fullfillment and enhancement: “And so for financial services, things like fulfillment and enhancement are very important. Fulfillment really on the service side, efficacy, do what they say. Enhancement is more along the lines of making you smarter, better, more connected, more capable.”

Listen to the takeaways

 

Watch the whole 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 — $59/mo Already an Outlier member? Sign in to your account

0 comments on “Tearsheet Outlier Briefing: MBLM’s Rina Plapler on what’s behind the top ranked financial brands”

Member Exclusive, The Customer Effect

‘What gets measured gets done’: The steps B2B fintechs are taking to improve customer success

  • It looks like B2B fintech is booming this year.
  • To stay in the game, B2B fintechs need to keep their customers happy. Here’s how they’re doing that.
Rivka Abramson | April 15, 2021
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
More Articles