Three things you must know before taking a marketing risk

When I think of brands with a reputation for taking marketing risks, financial institutions are not at the top of my list. Most aren’t on the list at all.

That’s unfortunate because marketing risks, when executed well, can effectively differentiate your credit union or bank’s brand. Marketing risks take many forms, like using humor in a unique way, supporting a controversial cause or using sexual innuendo, among others.

A small jewelry store in Massachusetts made headlines recently for its spin on the “take a knee” controversy happening on football fields across the country. The jeweler’s billboard depicts a couple on a football field. The male is on one knee proposing to the female. The message reads, “If you’re going to take a knee this season, please have a ring in your hand!”

It’s a brilliant play on a popular topic.


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