Ask An Expert

Sean Keathley discusses how to create connections through branch conversions

After a COVID slowdown in banking mergers and acquisitions, we’re now in the midst of a predicted resurgence of M&A activity. But it's once the deal is done, that the real work begins. In this Ask an Expert, Sean Keathley discusses converting branches to the new post-merger brand. With the exterior of the branch as your beacon and the interior as your experience, branch conversion is a rich opportunity to drive acquisition, deepen customer connections, and solidify and grow relationships. Learn the principles and practices in branch conversion that help banks master all the complexity.

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Kellogg’s – A Purpose-Driven Brand on a Mission to Redefine Nourishment

How the beloved brand leverages a passion for people and a customer-centric mindset to revolutionize their breakfast bowls “First and foremost, I just want to …

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Outside View

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How the beloved brand leverages a passion for people and a customer-centric mindset to revolutionize our breakfast bowls

“First and foremost, I just want to say that purpose-driven brands grow faster than non-purpose-driven brands… So, at the heart of everything we do is being authentic and true.” These words were not spoken by the CMO of Patagonia or Toms, known principally for their social advocacy, but by the leader of the breakfast foods brand. Yes, you heard that right – breakfast. And which brand immediately comes to mind when you think of the first meal of the day? Kellogg’s does, of course. With its growing stable of on-the-go nutritious foods, no one understands breakfast or consumers better than this beloved brand.

When recently interviewed by Business Insider’s Industry Voices, Kellogg’s chief brand officer Charisse Hughes spoke passionately about purpose and people at the heart of Kellogg’s. “I absolutely love this company,” she says. “In 2020, we reasserted and reaffirmed our purpose, which is all about providing a seat at the table for everyone.” Driving momentum behind their brands, Kellogg’s successfully leveraged a holistic consumer data program to build on consumer affinity. “We asked [consumers] what role does food play in their lives? How can we be more relevant culturally? And doing all of that through our K-way of inclusive marketing.”

How does that play out in the crowded and competitive world of consumer packaged goods? Just as in banking, it means providing relevant products at the point of need. For example, understanding that families have hectic and harried mornings, Kellogg’s has just introduced the first-ever Eggo waffles that don’t require a toaster or toppings. “Mornings are tough for families,” says Joe Beauprez, Marketing Director with Eggo. “We heard from parents that they often sacrifice their own needs, like skipping breakfast, in order to make sure their kids get a great start to the day.” After all, it’s the K-way.

For more information on inspirational brands and what banking can learn from them, stay tuned to Believe in Banking as it looks at influencers in related industries and tracks the big trends in financial services. For more banking best practices, see Adrenaline’s Perspective channel for brand-to-branch approaches for financial institutions of all sizes or contact us at info@adrenalineagency.com.

How the beloved brand leverages a passion for people and a customer-centric mindset to revolutionize their breakfast bowls

“First and foremost, I just want to say that purpose-driven brands grow faster than non-purpose-driven brands… So, at the heart of everything we do is being authentic and true.” These words were not spoken by the CMO of Patagonia or Toms, known principally for their social advocacy, but by the leader of the breakfast foods brand. Yes, you heard that right – breakfast. And which brand immediately comes to mind when you think of the first meal of the day? Kellogg’s does, of course. With its growing stable of on-the-go nutritious foods, no one understands breakfast or consumers better than this beloved brand.

When recently interviewed by Business Insider’s Industry Voices, Kellogg’s chief brand officer Charisse Hughes spoke passionately about purpose and people at the heart of Kellogg’s. “I absolutely love this company,” she says. “In 2020, we reasserted and reaffirmed our purpose, which is all about providing a seat at the table for everyone.” Driving momentum behind their brands, Kellogg’s successfully leveraged a holistic consumer data program to build on consumer affinity. “We asked [consumers] what role does food play in their lives? How can we be more relevant culturally? And doing all of that through our K-way of inclusive marketing.”

How does that play out in the crowded and competitive world of consumer packaged goods? Just as in banking, it means providing relevant products at the point of need. For example, understanding that families have hectic and harried mornings, Kellogg’s has just introduced the first-ever Eggo waffles that don’t require a toaster or toppings. “Mornings are tough for families,” says Joe Beauprez, Marketing Director with Eggo. “We heard from parents that they often sacrifice their own needs, like skipping breakfast, in order to make sure their kids get a great start to the day.” After all, it’s the K-way.

For more information on inspirational brands and what banking can learn from them, stay tuned to Believe in Banking as it looks at influencers in related industries and tracks the big trends in financial services. For more banking best practices, see Adrenaline’s Perspective channel for brand-to-branch approaches for financial institutions of all sizes or contact us at info@adrenalineagency.com.

Photos courtesy of Kellogg’s® Better Days

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The Story: According to research from Capgemini featured in Business Insider, a vast majority of banking customers are willing to share their personal data with their bank. Among the 86% who approve of data-sharing, 36% specify that they will only give data to their bank with no third-party permissions, and 26% will share data if they know how it is being used.

The Takeaway: Though most customers are not opposed to banks collecting and using their personal data, it’s crucial that FIs disclose to their customers how that data will be used. Customers know — and expect — companies to collect their purchase data to help them and provide relevant products to their needs. An important insight that can be gleaned from this research is the fact that 36% of customers do not trust third parties but DO trust their bank. FIs can use this sentiment to their advantage to continue to build trusting relationships with their customers.

Source: Insider Intelligence, “Transparency Is Vital for Earning Digital Trust,” January, 2022

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Teri Williams stands proudly in front of a mural in the background

Profiles in Prosperity: How Black Banking Delivers for Customers and Communities

Efforts to improve diversity in banking and investments in Black-owned banks are paying off in communities across the country. According to BankBlack: “Black-owned and operated, financial institutions are pillars in the socioeconomic and entrepreneurial growth and progression of the Black community and its commerce.” In fact, the mission-first organization finds that 67% of loans from Black-owned banks are made to Black borrowers and 59% of Black-owned banks have branches located in Black communities.

Along with investments in Black communities, we’re also seeing profiles of accomplishment – from the banks and the customers – emerging as beacons of hope for underbanked communities. A new feature from Independent Banker highlights several such success stories. From institutions that grew out of the civil rights movement to newer upstarts that bring fresh thinking to banking, black banking is reinvesting in communities of color and paying it forward to the next generation. Take, for instance, these two examples of fruitful relationships between banks and their customers:

OneUnited Bank & Public Security, Inc. – The largest Black-owned bank in the United States, OneUnited has been serving communities of color since 1968. According to COO Terri Williams, the bank was started because “African-Americans couldn’t get financial services from white-owned banks.” Therefore, it was almost serendipitous when Public Security, Inc. – a personal security company whose employees are mostly African-American – reached out to OneUnited for banking services. On top of providing a line of credit to grow the business, and a PPP loan to weather the pandemic, bankers at OneUnited helped Black employees of Public Security, Inc. open savings accounts, in addition to cashing their checks.

OneUnited Bank president and COO Teri Williams with volunteers at a holiday food distribution event in partnership with local charity Joshua’s Heart Food Pantry. More than 200 families each received a trunkload of food. Photo courtesy OneUnited Bank in Independent Banker, February 1, 2022

Citizens Savings Bank and Trust & InnerG Juice & Yoga – Starting your own business is hard, but funding is often harder. Raising capital can be daunting for anyone, but even more so for young women of color. So, when Nielah Burnett was starting InnerG Juice & Yoga studio, she came to Citizens Bank and found a champion in Jeff McGruder. He says, “She just needed someone to take a chance on her, to give her $50,000 on a line of credit, and a term loan to help build out the store… I knew personally where she was going was a great location, because I financed the project where she was a tenant… I [also] knew what other companies were coming in around it. That’s how understanding your customer and knowing your neighborhood makes a big difference.”

Photo courtesy of Citizens Savings Bank and Trust Company in Independent Banker, February 1, 2022

To learn more about Black banking, serving underbanked communities and how the financial industry is helping build banking diversity, email info@adrenalineagency.com.  

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