Reshaping
the future of capitalism

Challenge

Staking our claim in a crowded, competitive field

The FSI practice was faced with a dilemma: how to differentiate Deloitte in a marketplace dominated by "we know the financial services industry" positioning by other organizations. Financial services marketing often focuses on numbers and experience, sometimes making it challenging to connect with humans when the messaging norms are rarely anchored in our shared humanity. In a world of logical and rational messaging, how could Deloitte stand out among our competitors and transform how people perceive FSI?

Discovery

The next stage of financial services

To help inform the marketing strategy, the Strategy Center of Excellence, a specialized team within Marketing Excellence, conducted competitive intelligence and interviews with a dozen FSI leaders, with the combined insights leading to a path forward.

• This helped the team identify that a way to differentiate Deloitte in the marketplace was to focus on emotional messaging.
• We tested our approach with the Financial Services Industry Council and a focus group of younger practitioners.
• In launching the resulting awareness campaign, it was important that we reach an audience that consisted not only of key decision makers in the C-suite but also their direct reports.

Solution

Introducing "A higher bottom line"

To rethink financial services marketing, we wanted to rethink capitalism. Recognizing the opportunity to help create a “capitalism 2.0,” the Green Dot Agency embarked upon a major repositioning, rebranding, and multi-channel marketing campaign.

The campaign’s core message is simple: the bottom line has changed. It’s no longer a measure of short-term greatness, of black or red, of more wealth, or less. Instead, it’s indelible proof of a more human-centered capitalism that rewards what’s right just as much as what sells.

This is capitalism 2.0—committed to positive change, and capable of raising up not just a small part of humanity, but all of it.