Reis on Branding: "Stop Being Better, Start Being Different"
Fintech upstarts have grown by attacking banking pain points while incumbents lean on incremental improvements, Laura Ries said in a recent Banking Transformed Podcast interview. Her new book, “The Strategic Enemy,” urges brands to pick a single, visible foe and build unmistakable contrast, reinforced by a “visual hammer” that creates lasting recall.
Self-reported superiority is not credible, she added, and third-party proof or PR carries more weight than ads. Classic contrasts like BMW’s “Ultimate Driving Machine” show how repetition over years can cement an idea against a category leader.
The conversation stressed choosing a narrow, ownable idea that aligns with what already lives in the customer’s mind, rather than promoting every product at once. Names and visuals matter, from distinctive colors to heritage symbols, because many bank identities look interchangeable once the logo is removed. Regulatory limits and legacy portfolios make disruption hard, yet launching or acquiring a separate brand can let incumbents fight future battles without diluting the parent.
Internal alignment is critical, with simple, repeatable behaviors and phrases helping employees live the promise. As AI interfaces rise and account primacy erodes, clarity and contrast become more valuable while consumers mix providers.
The interview’s through line is that brands remembered for a single credible difference, hammered visually and verbally, are better positioned to escape commoditization.
Full story: The Financial Brand