We all agree that financial services brands are (largely, at least) experiential. So, we must also agree that brand perceptions are shaped by all seven of the famous "Seven Ps" (not just Promotion, but also Product, Price, Place, People, Process and that slightly mysterious Physical Evidence).
But here's the funny part: according to research among Forum members, we don't agree at all on the extent to which these seven areas should come under marketers' control. Does this mean we're trying to build brands with one hand tied behind our backs?
Brand Strategy Group Chair Lucian Camp will present the research findings, and lead a round-table discussion among a very senior group on the implications.