Marketing a regulated financial services brand: what compliance actually allows
Compliance doesn’t kill creativity. Treating it as an afterthought often does. For anyone working in financial services marketing, regulation is an unavoidable part of the job. Whether you’re marketing mortgages, savings, insurance, investments or another financial product, there are rules governing what you can say, how you say it and, importantly, how your audience is […]
Brand repositioning in financial services: a five-stage framework
Changing how your financial services brand looks is relatively easy. Changing what people think about it is where the real work begins. Financial services is changing fast. Established banks and building societies are competing with digital-first challengers, customer expectations are being shaped by experiences far beyond the sector, and new technology is transforming how products […]
Brand Learning – Lesson 8: Brand consistency is not creative limitation
Consistency is sometimes misunderstood as restriction. Organisations may worry that maintaining clear brand guidelines will reduce creativity, slow innovation or limit flexibility across marketing and communication. As a result, some brands continually experiment with different styles, tones and approaches in pursuit of freshness. But inconsistency rarely creates stronger brands. More often, it creates confusion. Because […]
Mobas appointed by Northmores to support its next stage of growth
Mobas is delighted to announce its appointment by Northmores, one of the UK’s leading project management consultancies, to support the business as it embarks on its next phase of growth. Working in partnership with the Northmores team, Mobas will help strengthen the organisation’s market position, ensuring its brand continues to reflect the expertise, ambition and […]
Brand Learning – Lesson 7: Distinctiveness matters more than difference
Many organisations focus heavily on communicating what makes them different. They search for unique propositions, exclusive features and positioning statements that separate them from competitors. Workshops are often built around uncovering differentiation, while messaging strategies begin with the question, “What makes us unique?” This thinking is understandable, but it can also lead brands to overlook […]
Killer branding or brand overkill?
At the launch of the World Cup logo a few years ago, I loved it. The bold, striking numbers backing up the trophy itself. Really powerful and recognisable. I couldn’t wait to see how it came to life at the tournament itself. Having now spent (too much) time watching this year’s World Cup, I’ve found […]
Mobas appointed to support S2 Partnership and RiskWise growth ambitions
Mobas has been appointed by S2 Partnership to support the continued development of its brand and marketing activity, with a particular focus on strengthening the market presence of its innovative RiskWise software platform. The partnership will see Mobas work alongside the S2 team to deliver strategic brand development, marketing strategy and integrated campaign activation, helping […]
Brand learning – Lesson 6: Your audience defines your brand faster than you do
Strategy creates direction, experience creates perception. Most organisations invest considerable time and resources defining their brand internally. They develop positioning frameworks, value propositions, visual identities, tone of voice guidelines and messaging strategies designed to communicate who they are, what they stand for and why they are different. This work creates focus and alignment across the […]
Customer focus is no longer a service promise. It is a strategic growth driver.
Many businesses describe themselves as customer-centric. Fewer can clearly articulate the emotional role they play in customers’ lives. That is where the real strategic opportunity lies. Dr. Martens’ return to profit growth has been attributed, in part, to a renewed focus on the customer. On the surface, that sounds familiar. Most organisations talk about customer […]
Brand learning – Lesson 5: Do brands revolve or evolve with trends?
Trends influence every aspect of modern branding. Design styles shift, communication channels evolve and new technologies reshape the way organisations interact with audiences. These changes can create pressure for brands to constantly refresh their appearance and messaging. The challenge is determining how much change is necessary. Should brands follow trends closely in order to remain […]