As the financial services industry navigates rapid technological disruption and shifting consumer expectations, brand emerges as a critical transformation lever. SLD President Jean-Pierre Lacroix joined industry leaders at the Financial Brand Forum 2025 in Las Vegas for a thought-provoking panel exploring the evolving role of brand in the financial services industry.
This session explored how banks and credit unions can move beyond product parity and digital convenience to create emotionally resonant, purpose-driven experiences that build long-term trust and loyalty. While 85% of financial institutions claim to be purpose-led, only 17% of consumers believe purpose is reflected in their daily experience. This striking gap highlights a disconnect between brand promise and operational delivery, one that threatens relevance in an era where trust and emotional connection are key differentiators. Strategies for closing the gap included: defining and operationalizing purpose, design as a catalyst for trust, the evolving role of the branch, and bridging the brand gap.
The presentation concludes with real-world case studies showing how aligning purpose, community building, and experience drives measurable results, from increased NPS scores to stronger employee engagement. In a world where decisions are made in the blink of an eye, design is not just aesthetic, it’s a strategic imperative. Watch the full session below.
