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How Healthy is Your Brand?

The new synthesis of branch and digital channels is forcing a redefinition of brand strength, especially now that online shopping has become prominent. As customers retreat from branches and convenience and shopping shift to digital devices, banking is increasingly becoming a branded consumer business. But by that standard most bank brands today are unhealthy, with vulnerabilities including low consumer awareness, limited favorability and few clear points of distinction — if any. A major hang-up is that banks have relied so long on branch density to do the hard work of sales that many overlook the need to build new perceptions ...

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