Ever since the financial crisis turned to red alert, there has been a deluge of articles on the business pages questioning both the viability and need for financial services professionals. Undoubtedly, practitioners will have to bend over backwards to recreate trust and respect with current clients — and work harder still to gain new ones.
It’s doubtful that Jay Nagdeman, president of Suasion Resources, a financial services marketing consulting company, knew that his book would be so well timed when he started writing it, but if there was ever a need for a renewed marketing effort, now is the time. Readers who are extra-busy will certainly appreciate the book’s simple approach: Dozens of ideas are presented in what Nagdeman considers “bite-sized insights,” all presented in just a few pages.
The author argues that financial services companies have been slow to recognize the critical importance of including marketing into their business mix. Firms need to identify a qualified marketing director, and develop a strategy and a plan that will help generate interest in the firm.
One step is to create a brand. Nagdeman notes that:
- A brand is the face that a company projects in the marketplace.
- A brand represents a company’s reputation
- A brand is a company’s show of distinction, which helps differentiate it from the competition.