The profile of the traditional private banking customer has changed dramatically. Whether it’s increased competition from fin-tech start-ups, or the rise of crypto currency, traditional institutions steeped in heritage are no longer automatically on the wish lists of young entrepreneurs and agile investors. Not only do private banks need to engage a whole new set of millennial customers, they need to re-evaluate their traditional approach to brand strategy and design to capture the imagination of the next generation.
Click here to check out our latest thought piece for Global Banking and Finance (turn to page 40). Our planning director John Clark talks about how private banks can rethink their brands to appeal to a new generation of investors.