Believe in Banking Podcast
In this special guest episode of the Believe in Banking podcast, Sean and Gina welcome Dan Rousseve, Chief Information Officer, and Angie Dvorak, Chief Marketing & Growth Officer, of Everwise Credit Union, formerly Teachers Credit Union. In their dynamic discussion, Dan and Angie address the credit union’s storied history and the challenges of operating as Teachers Credit Union as they expanded their membership base beyond their educator origins. The conversation covers the important role that formal and informal research played in building consensus among the C-Suite toward a name change and touches on the growth potential with their new name, Everwise. Finally, they highlight just how essential it is to have an ownable brand name that is both inclusive and unique.
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In this special guest episode of the Believe in Banking podcast, Sean and Gina welcome Dan Rousseve, Chief Information Officer, and Angie Dvorak, Chief Marketing …
Financial institutions ease defensive posture heading into 2024 and get ready for new opportunities from open banking The resilience of the U.S. economy continues to …
What do Taylor Swift and Canadian banking giant RBC have in common? If you said Swift’s super successful Eras tour, you’d be right on the money. On the Canadian leg of 2023’s remarkable roadshow, RBC has expanded its sponsorship to provide exclusive Eras Tour tickets through its Avion Rewards program. Even institutions that may not be known for youth culture can recognize a global phenomenon when they see one. As USA Today emphatically says: “Let’s be frank. It’s time to call 2023 what it is: the year Taylor Swift took over the world.”
Recognizing how Swift really does make the “whole place shimmer,” RBC’s sponsorship of the Toronto concerts generated unprecedented excitement among the bank’s rewards members. “The groundbreaking tour has been in high demand since kicking off earlier this year,” according to RBC’s Vancouver announcement. “It brings together generations of music fans and breaks sales records around the globe.” In fact, 31 million people registered on Ticketmaster for the Toronto leg of the tour. “This move coincides with Swift’s growing marketing appeal,” reports Insider Intelligence. “A mere association with the star can drive up sales exponentially.”
Read more about how banks are shifting sponsorship and brand priorities to create greater appeal to Gen Z.
Data You Can Use
During times of change, organizations often focus on their brand’s resilience and how they can remain relevant and responsive. “Though some organizations may need a complete overhaul of their image – due to a major change in company direction, a merger, or a crisis – many companies can get more mileage out of updating or enhancing their current brand,” according to Forbes. While changing conditions may require a new approach to brand differentiation, most organizations can get renewed relevance with a refresh, especially when that updated brand spotlights shared core values between the organization and the consumers it wants to influence.
When planning a brand refresh, make sure your renewed brand identity speaks to and leverages the organization’s core values. Even more, by researching and understanding the current needs and wants of customers, brands can authentically meet customers where they are. “There’s a growing acceptance among leadership that their brand is one of their most valuable assets and an effective lever to driving future growth,” according to Forbes. “If their assertive leadership is transforming to change the organization’s future, the brand must lead the way.”
Sources: Forbes, “Everywhere You Look Companies Are Rebranding – But Why?,” July 2023, and Hanover Research, “It’s Time To Rethink Your Brand,” August, 2021
Listen in to the Believe in Banking podcast, our award-winning monthly series for decision-makers, influencers, and industry leaders. The podcast explores what’s on banking’s radar through compelling conversations and discussions between two of banking’s veteran consultants who have their fingers on the pulse of this dynamic industry.
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