Brand and Campaign Messaging

Part
01
of two
Part
01

Brand and Campaign Messaging - Part 1

For the banks under review, we have completed rows 2-13 of the attached spreadsheet. The information included in the spreadsheet is focused on the brand and campaign messaging of the said banks.

BANKS' BRAND AND CAMPAIGN MESSAGING


RESEARCH STRATEGY

Your research team conducted this review using the websites of each bank. In terms of the ads, iSpot and YouTube were used to locate videos of past or current commercials. We were careful to do a diligent search for recent ads that took place in the last 6 to 12 months. Our findings have been outlined on the attached spreadsheet.
Part
02
of two
Part
02

Brand and Campaign Messaging - Part 2

GoBank, BankMobile, and Fidelity promote the same overarching messaging on their website and on their active advertisement campaigns. The rest of the nine banks show different messaging slogans on their sites and on their campaigns. All the available details were added to the linked spreadsheet, rows 14 to 25.

FINDINGS

Simple

  • Simple Bank's brand messaging on its website is as follows: "Bank, budget, and earn 30x the national average with 2.02% APY. Open your accounts in just a couple minutes."
  • Its campaign messaging is as follows: "Like a bank, but Simple."

USAA

GoBank

Chime

BankMobile

Axos Bank

Axos Bank's brand messaging on its website is as follows: "Stay ahead of life's modern challenges."
Its campaign messaging is as follows: "Don't get robbed by your bank."

Prudential

MetLife

Firstrade

  • Firstrade's brand messaging on its website is as follows: "At Firstrade, we stand by our core values every day: Low Costs, Higher Standards."
  • Its campaign messaging is as follows: "True Value Investing, Only at Firstrade."

Charles Schwab

TD Ameritrade

Fidelity

RESEARCH STRATEGY

To determine the brand messaging and campaign messaging of the banks indicated in rows 14 to 25 of the linked spreadsheet, we looked through their websites, social media sites, and marketing campaign databases to find their brand messaging slogans and active campaign messages. We then included the prominent brand messages and active campaign slogans in the linked spreadsheet. We also mentioned if the campaign messages are the same as the brand messages.
Sources
Sources

From Part 02