Question

Topic: Strategy

Using Top-down Or Bottom-up To Advertisng / Marketing A Premium Priority Banking Product?

Posted by Anonymous on8/12/2004 at 11:15 PM ET 250 Points
There is local bank here would like to launch a premium priority banking bundle account, which requires USD 400K as the minimum requirement. However, refer to the research, there is a credibility issue with the mother brand. We have no budget to launch a brand campaign as well. How should I marketing & advertsing this premium priority banking product: top-down (leverage the brand first and followed by promoting its different service / product features) or bottom-up (first let the customer know the special features of this premium priority banking bundle account to accerlerate the brand image and experience among customes.
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  • Posted byInbox_Interactiveon8/13/2004 at 12:00 AM Member
    我不是那个能给你答案r question, but it seems to me you've answered it for yourself. You say there's a credibility issue with the overall brand or franchise, then wonder if you should "leverage" that brand. I don't see how that can work.

    If your client is trying to get people with over a half-million dollars in assets to bring those accounts over, those moves don't come easy. People just don't uproot their banking relationships at the drop of a hat; there has to be some compelling reason. I think those reasons will come from the features of the new bundled service, not the overall brand (which appears to have credibility issues).

    My $0.02, overvalued even then.
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