Abstract
Changes in information technology are presenting businesses in general, and the financial services sector in particular, with a new rule book in which many of the pages are blank. To thrive in the digital era the most successful organisations will be those who really understand what businesses they are in, who know what their core competences are, and who appreciate the importance of managing intangible assets of which brands are one example. This may seem obvious, but most organisations do not pass these tests: does yours? (Please E-mail me on AlanQ4@aol.com with your comments and observations).
This paper examines the impact of information technology on branding in financial services with reference to:
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the current status of financial brands;
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customer access points;
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E-commerce today.
It concludes by examining how branding in financial services may develop in the digital era.
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1Alan Newman moved in to the world of IT after graduating from University College London with a degree in psychology. He has worked for three specialist software companies, and Digital, where he attended the International Advanced Management Programme at INSEAD. He is currently a director of Quadrant 4, a company specialising in the innovative application of information and technology to the strategic needs of organisations in the insurance sector. He is also the author of four reports on information technology in the financial services sector for FT Finance.
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Newman, A. The impact of Information Technology on branding in financial services. J Brand Manag 6, 225–230 (1999). https://doi.org/10.1057/bm.1999.9
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DOI: https://doi.org/10.1057/bm.1999.9