The Story

I don’t know about you, but I love receiving mail. I love coming home and flipping through the mailbox to see what kind of cool things I got. Last night, I felt like I hit the jackpot - there were 3 envelopes, all addressed to me!

They didn’t look like bills, so that was encouraging. I opened the first one, and found a very simple, black & white form letter telling me to “Act Now” and refinance my mortgage. Bummer, boring.

So, I opened the second one…and found another mortgage refinance offer. It even used the exact same headline as the first one: “Don’t do anything without getting a second opinion!” Bummer again.

Finally, I opened the third envelope - yep, you guessed it, another refinance offer. At least this one didn’t use the same headline as the other two.

I can’t even imagine how I would react if I opened an envelope from my bank and found a stock, standard product letter, using the same content as some other financial institution.

I expect my bank to have a consistent, relevant brand identity that comes across in every communication - not some generic, boring message that any other bank or credit union marketing office could come up with.

This entry was posted on Monday, March 31st, 2008 at 12:59 pm and is filed under Bank Branding, Credit Union Branding, Bank Marketing, Touch points, Branding, Credit Union 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.