Will Consumers Prefer Brands with a Higher Social Purpose?
Event type: Forum
Location: London Venue TBC
Date: 04 Oct 2012
Time: 09.00 - 12.00 TBC
Who are you targeting if your financial services brand stands for a social, ethical or green agenda ? Can a higher social purpose co-exist with the commercial incentive to make a profit in today's competitive markets ? Consumers' adoption of brands with a moral compass has taken off in many retail markets, and in key countries around the world, but is identification with a shared belief enough to convince savvy consumers looking for better deals in today's age of austerity ? We discuss soft brand values with hard-nosed marketers in banking and asset management.
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