Anything but dull

What's the stupidest thing we do in financial services branding, marketing and communications?

In my book, it's allowing ourselves to believe that we're dealing with something dull.

That's not what our customers and potential customers believe. They spend loads time thinking about money, dreaming about it, talking about it, scheming about it, arguing about it, worrying about it, sometimes fighting about it, building their hopes and their futures on it.

There's so much going on in their minds for us to connect to, build on, engage with.

But so often, we don't. Before we've even started, we've convinced ourselevs that what we have to say is wrong. And of course, when we've decided we're boring, we will be.

As an inevitable result, although consumers are massively engaged with money, most are massively disengaged with the marketing of money. All too often, they find us dreary at best, scary at worst.

That's bad for them, and it's bad for us too. If people were more enthusiastic about our attempts to connect with them - if they found us brighter, easier to understand and more involving - everyone would benefit.

As a brand, marketing and communications consultant specialising only in financial services, that's what I'm here to help with.