The Story

I listened to a recent presidential debate on NPR and heard an excellent jab from one of the presidential candidates (which will go nameless to spare me from showing my favored party lines) claiming the rival candidate should “sell the cereal and not the box.”

My translation of the jab is that the candidate was painting a pretty picture of the campaign, but wasn’t addressing the important details or true essence of the campaign.

Taken a step further, and for purposes of bank marketing, the candidate may have been telling the story, but lacked the most important element of proving the story. Many times bank marketers like to simply sell the merits of their bank with beautified websites, ads, hyperbole messaging, etc. But the important component is selling the bank by proven actions and demonstrating that the bank brand is exactly what it says it is.

So, prove the story . . . and make the story snap, crackle and pop!

This entry was posted on Monday, January 14th, 2008 at 9:37 am and is filed under Other, Bank Branding, Bank Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.