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Breaking Out of the Sea of Sameness: The Role of Distinctive Brand Attributes

Novantas research shows that distinctive brand attributes are a significant driver of checking purchase rates, now that immediate branch proximity is falling in importance.

Distinctiveness has long been an elusive goal in retail banking, but the stakes were lower in the pre-digital era. Banks could get away with looking more alike than different because consumers and small businesses wanted and needed a far more powerful differentiator — branch proximity. Customers primarily selected their banks on the basis of old-fashioned street corner convenience. As a result, banks could win with local network density, largely relying on marketing for product promotions. Not anymore. With the accelerating migration to digital channels, the customer frame of reference no longer is confined to physical presence. Convenience is slipping deeper ...

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