What Do People Actually Want From Banks? It’s Not What Bank Execs Think

Most banks’ brand strategies hinge on playing a central role in people’s lives: The foundation for their growth strategy assumes customers want the bank to help them achieve their hopes and dreams. But customers see their relationships with banks quite differently: They don’t expect or even want that much from banking brands apart from keeping their money and financial data safe. The disconnect between these two perspectives threatens banks’ relevance and long-term business outcomes. Executives and strategists at banks can use this report to challenge their firms’ current assumptions and imagine new brand positions and customer value propositions.