VOICES FROM THE INDUSTRY: Consumers rarely raise banks above commodity status

Toothpaste. Laundry bleach. Cat food. Banking services. Despite the hopes of many bank executives, vast numbers of consumers rarely elevate their banks beyond everyday commodity status. Through traditional advertising and marketing, many banks attempt to differenti ate themselves as the bank of choice or the bank that makes a difference. Repeat the tag line often enough and hopefully potential customers will start to believe it. One fact underscores this unfortunate commodity service status: According to recent market research, the No….

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