How can financial services marketers take a more proactive brand leadership approach in light of these trends?
We’re (Faith Popcorn’s BrainReserve) saying that financial services marketers were all trained in one era with one set of rules. And now they’re in another era and they absolutely do not know the new language and how to navigate it. They need to really go back to trend school and understand how you predict trends. They need to understand the world of culture . . . We say that culture is the new media. You have to market your brand in the culture and most financial people have no idea about what’s in the culture. You’ll say to them, “Did you see the movie ‘Slumdog Millionaire?’” (They’ll say) “no.” “Have you gone to the East Village?” just talking New York now, and they’ll say “no.” We (BrainReserve) have a TalentBank, a panel of over 10,000 visionaries worldwide with experts from every industry and cultural area from media and medics to marketers and academics. We have 40 TrendSpotters, an elite global force of cultural and social thinkers. We do 6,000 one-on-one interviews. We have so
