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September 16, 2005
Brand Experience: “Survivor” as Financial Literacy
A couple of days ago $435 Billion banking powerhouse Wells Fargo announced a new dimension to the traditional brand experience for financial services institutions. Welcome to Stagecoach Island. (Da plane! Da plane!). In a strange way, this makes total sense. Noting that over half of U.S. high school students graduate without knowing the basics of banking, checking, budgeting, credit, and investing while 70 percent of U.S. college students play video games, Wells Fargo may have scored a hit with the "young unbanked" as they move from an allowance economy to being productive members of society. According to CMO Sylvia Reynolds:
“Stagecoach Island is a contemporary platform where we can
educate young people about one of the most important topics to
their future success -- their finances -- in a highly
interactive, comfortable and fun environment.”
And the best part is, once these young people move past online MUD’s and into their first jobs, marriages, and into retirement, they’ll quite likely remember in that emotional part of their brain, the firm that once showed them the fun of spending money (jet skis, hip cafes, dance clubs, trendy shops and skydiving) will be there to lend them more.
Posted by at 16.09.2005 08:41 | Permalink