Think Like a Brand, Not a Bank (Second Edition) (eBook)

In this provocative second edition, brand strategist Allison Netzer challenges readers to abandon conventional "bank thinking" and embrace the bold, counterintuitive strategies that define iconic brands. Through practical frameworks like the Box→Edge model, the Salt Shaker Theory, and the Pain→Promise→Proof approach, Allison shows how to transform your organization from a commodity provider into a brand that customers genuinely connect with.

Packed with real-world case studies and actionable insights, Think Like a Brand, Not a Bank reveals why embracing tension, doing the counterintuitive thing, and letting your product be your proof are the keys to standing out in an increasingly crowded marketplace.

Whether you work in a bank (or credit union!) or sell to them, this book will fundamentally change how you think about differentiation, customer connection, and what it truly means to build a brand.

Featuring illustrations by Kelsey Weaver