Market Comment 25th Jan 2010 PDF Print E-mail
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Written by TrigoldCrystal Marketing Manager   
Monday, 25 January 2010 00:00
You’ll see this week that the massive brand changes that are going on all around us in the banking industry are filtering down to Prospector with the RBS IP brand now being replaced by NatWest Intermediary Solutions, so please look out for the lender name change when sourcing. A piece in FT Adviser this week by Peter Mounty also discussed the role of brands in the financial services. It is a timely issue. With so many large and valued brands being changed, deleted, promoted and revised, and their relationships to one another, especially within multi-brand organisations being even harder to fathom, it means a tough time for marketing directors and managers.

With the merger of Trigold and Crystal to form TrigoldCrystal we faced this challenge and have concentrated on building our brand around innovation, dependability and a personal approach to all. But ultimately we realise that what our brand really means lies in the minds of our clients and it is your experience with our products and service that really counts.

It is this attitude which pushes us to make sure you get the best from our company. We want an honest open dialogue with our clients about the products we are proud of.

As you may have read, there is a lot of activity with all the technology providers in the industry in changing the technologies used to deliver their services. This is good – with the rapid development of technology things are getting easier and easier to use and gives end-users a much an improved experience. Fortunately we are not in the position where we have replace a bad product, but are taking good products and using technology to improve them.

We are confident enough in our brand and products that we don’t usually talk our competitors down but classic clangers like this are too amusing to let go. At the recent event of a rival’s launch to replace their current sourcing system, their CEO is quoted by one of the attendees as having said: “…even I struggle with the old system…” an admission that speaks volumes about how companies are happy to sell products they don’t believe in.

Now, TrigoldCrystal may not have the sophistication of brands like Google or Apple with their advertising budgets of millions upon millions, but at least we are proud to know and respect our clients enough to be honest with them and we do have products we are confident in and that our clients use day in day out. Any comments, improvements or suggestions you wish to make on anything we do, please get in touch and let us know.
Last Updated on Monday, 08 February 2010 14:44