FutureBrand news, views & insights: June 2023
Does the Finance sector have feelings?
Next week is the Mumbrella Finance Marketing Summit and I’m currently in the process of preparing content for my session. In fact, I’m currently in that part of the process where I’m procrastinating: writing this newsletter, instead of writing that presentation.
I’ve been reading back over the collapse of Silicon Valley Bank and the takeover of Credit Suisse. There are many lessons to be learned, but one insight that stands out for me is the emotional nature of the trigger for what happened.
We’re constantly told that financial institutions are rational, decision-making machines that analytically balance risks and returns, and accordingly we build brands and market them in equally rational ways.
It’s true not only for financial institutions but also a whole range of B2B enterprises that promote a rational outlook, first and foremost, in everything they do.
But events like these serve as a timely reminder that it’s our emotions that drive our actions. How a business or brand or even the most basic interaction makes us feel will determine how we respond. Consequently, I’m always surprised by how quickly feelings can get marginalised or simply dismissed when trying to get people to buy from your brand.
And what’s true for bank-runs is no less relevant for brands: trust is an emotion, not just an expectation. How does your brand feel?
A new name for a new kind of golf club
Naming is essential to signpost your brand and point your customers in the direction of your business, product or service. What’s more, language is behavioural so choosing the right name can also set the tone for the experience itself.
Meet TeeMates.
It’s Golf Australia’s new golf community, helping kids to enjoy all kinds of golf experiences.
It’s a playful name that is fun and friendly, signalling participation and a sense of community, and creating pathways that give access to young people wanting to play more golf.
Not to mention that it’s equally fun to be helping Golf Australia grow participation at all levels of the game. Because all golf is golf.
Marketing mistakes you can’t afford to make
It was only a couple of months ago that I wrote five simple but strategic tips for how smaller businesses can leverage their brand and create meaningful habits for competitive advantage against bigger players.
I’ve now followed-up with three marketing mistakes you can’t afford to make.
Your brand is not something you set and forget.
Not everything needs another brand.
If your own people don’t believe in your brand, what makes you think your customers will?
You can read the full story via SmartCompany’s website – as ever, I hope you find something useful in it for your own brand and business.
What’s the secret ingredient of a successful pharmaceutical brand?
I recently read this article by Katie Vanhoutte, our Head of Strategy at FutureBrand Paris. It immediately struck a chord and so I wanted to share it.
By taking inspiration from the technology sector, healthcare brands are reimagining how they represent the world of science.
"While Pfizer, GSK and Sanofi are different entities, their rebrands have one thing in common – a renewed focus on science as a lever for change. But not the kind of science that is distant, filled with jargon and difficult to understand. Quite the contrary. The three narratives are much more accessible, building proximity and inclusion between their corporate brands and stakeholders. By putting science front and centre, while also making it easily digestible, these corporations hope to unlock trust from consumers, pride from employees and, last but not least, funding from investors."
It’s well worth reading the full story here: healthcare companies have entered our consciousness with ever-increasing salience post pandemic, and it will be instructive to follow how they continue to evolve and grow.
Insights outside
Continuing the post-pandemic theme, it now seems more valuable than ever to get out into the world and explore diverse perspectives.
This week, our design team are spending time at Semi-Permanent in Sydney. Last week, our Head of Strategy Victoria submitted her first round of votes as a judge at this year’s Mumbrella Awards.
Our Creative Director Josh has recently been spending time with the students at Deakin University’s Geelong campus as part of our regional internship program.
Not to mention Brand Experience Director Sam and his trip to Design Outlook at Fed Square, from where he returned with a head full of ideas – and a phone full of quick-fire photos.
This was my personal fave, courtesy of Jessica Faccin, Principal Product Designer at Canva.
I’m sure we’ve all experienced projects that have progressed from ‘uninformed simplicity’ to ‘informed complexity’ and then congratulated ourselves on a job well done. Only to realise that’s only half the job.
Great insight – it’s always worth looking outside, let me know what you find.
With a bit of luck, I’ll see some of you outside of the office at next week’s Mumbrella Finance Marketing Summit. Otherwise, I hope you find this an interesting read for another month, please feel to share, comment and – if you don’t already – subscribe.