The document discusses how financial services brands can differentiate themselves in a crowded marketplace. It notes that the challenges include having too many similar competitors, consumers being overwhelmed with constant messages, and brands no longer being as trusted. The solutions proposed are to focus on interaction and engagement with customers, give people what they want, be present both online and offline, lead through actions rather than just words, and take a humble approach. A few brand examples are provided that demonstrate these strategies successfully.

1. TCA - Second Interview
Presentation
Jacqualine Meire

2. Contents
• The challenges
• The solutions
• The examples
• Conclusion

3. Explain how financial services brands can
gain differentiation in a crowded and
ever-changing marketplace.

4. The Common Challenges
• Too many of them
• Similar products, services are the same
• Consumers are inundated with constant
messages and will choose the ‘sexier’ option
• After recession no longer as trusted, saying you
care isn’t enough
• Not seen as approachable

5. The Solutions
• Interaction and engagement
• Give people what they want
• Move between online and offline spaces
• Actions speak louder than words
• Get off the high horse

6. Mastercard

7. Barclays

8. NAB (Australia)

9. Santam (South Africa)

10. American Express

11. Conclusion