Traditional banks are at an inflexion point: Competition from disruptors, trust issues, and low differentiation. For our finance & utilities focus , Gabriela Lijo of Landor says there are glimmers of hope on the Mediterranean. Are Southern European banks pointing the way to a new branding future? / Joel Filipe via Unsplash The financial sector loves a good debate: profit versus purpose, tech versus genuine human connection.
But what if the true disruptor lies in merging these perspectives? And, in a world that craves authenticity, could a powerful brand be the bridge between immediate impact with sustainable growth? This isn’t some marketing pipe dream; it’s the reality facing financial institutions. A new generation of consumers – digitally savvy, purpose-driven and over empty promises – demands more than mere products and services. They want brands they can believe in; brands that inspire trust and align with their values.
This is becoming ever more critical as new generations and technologies demand a different approach to stay relevant. Generational shifts, digital disruptions, personalization as a baseline requirement: all ingredients in a perfect storm that requires a fundamental shift in how financial institutions connect with audiences. Meanwhile, legacy banks face an additional challenge: low differentiation and esteem.
Reinvention is key to competing with agile fintechs. But here’s the fascinating part: some banks, particularly in Southern Europe, are quie.
