Financial advertising has continued to be dominated by the ‘people dancing down the beach happily,’ or happy-go-lucky sort of creative. Focusing overly on the positive means that the realities of life are largely denied in marketing. The risk is that brands become even more fantastic and less about solving day-to-day issues.

“All institutions, but especially financial services ignore a lack of trust at their peril. There is often a dichotomy between what companies say they are about and what they actually do – their actions and their words are different. Organisations need to be more forensic about their activities, the impact of their actions and how they are perceived.”

Watch Steve Jobs delivering an Apple presentation to witness a brand completely in control of the development and evolution of their narrative. Don’t fall into the short-sighted trap of focusing on one campaign at a time, especially when the pressure is to acquire new customers or drive volume. Any new communication must be seen within the context of past and future promises.