Ask a bank CEO to choose between budgeting $450,000 for brand building and hiring three or four lenders, and he or she will always give the latter the green light. It’s because most bankers typically believe that their success is built exclusively on personal contact—there’s no way the formula for success can be driven by anything other than one-on-one, eye-to-eye relationship building. As a result, when it comes to effective branding, the banking industry has been among the worst to achieve it.
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