As published in Forbes.com
We’re talking advertising. And if ever there were a low-interest category in a highly regulated industry, it’s banking, closely followed by investment services.
Who even remembers the last financial-services ad they loved? I do. It was E*Trade: “He’s got money coming out the wazoo.”
But that was a decade ago. And in that same decade another highly regulated financial-services category, insurance, turned itself around by producing compelling, water-cooler advertising. Brands like Geico, State Farm and Allstate are often laugh-out-loud funny. And in our Millennial-seeking marketing environment, humor is proven to relieve the discomfort of being sold to.
If the insurance industry can get their advertising talked about, why can’t banking and investment brands?