The Story

Are your rhetoric, reality and practice all going in different directions?

Like most, I am completely engrossed by the developments of the presidential election—especially the recent Democratic debate between Obama and Clinton. I’m one of those few “undecided” voters who will wait to make a decision—regardless of political party—until November. Instead of focusing on the legions of issues/problems that the “Final 3” candidates are highlighting and pointing fingers at, I’m paying close attention to the specific solutions that each candidate is proposing to resolve the issues.

These solutions are often referred to as “campaign promises.” Rarely is the winning candidate held accountable for these promises once they enter the White House. At CBC we call that disproving the story they were telling. Moreover, candidates do a great job with rhetoric to tell their story, but miss the mark big time to prove their story in practice.

Are your marketing efforts just a snazzy campaign promise in the attempt to get customers in the door? Or are you delivering on the products and services you were touting in your marketing?

(And I’m not just talking about tangible products. If you’re a bank advertising itself as “green”, are you really taking every measure possible to provide environmentally sustainable services? Or are you just using recycled paper. There’s a difference.)

Backing up your word fosters customer loyalty. It’s important to get elected by new customers, but just as important to stay elected for years to come by proving your story.

This entry was posted on Monday, April 21st, 2008 at 1:42 pm and is filed under Bank Branding, Bank Marketing, Branding. 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.