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Q: Marketing/Branding ( Answered,   0 Comments )
Subject: Marketing/Branding
Category: Business and Money > Advertising and Marketing
Asked by: jk444-ga
List Price: $75.00
Posted: 21 Apr 2006 09:23 PDT
Expires: 21 May 2006 09:23 PDT
Question ID: 721361
What colors attract 30 to 45 year olds and what "things" do they
"like" from a financial services perspective?

Request for Question Clarification by bobbie7-ga on 22 Apr 2006 20:21 PDT

Please clarify the second part of your question. 

What do you mean by ?what ?things ?do they "like" from a financial
services perspective?

For example: Results from  a survey indicate that a majority of
consumers want their financial services providers to offer additional
e-mail-based privacy- and security-related services.

80 percent of respondents would like to be notified when their credit
report is accessed.

70 percent said they would like to be informed whenever their credit card is used.

Is this the kind of information you require?

If not please provide additional details. 

Thank you,

Request for Question Clarification by politicalguru-ga on 24 Apr 2006 07:10 PDT
Dear JK, 

Regarding colour - I've found research on wider age groups (e.g.
35-50; 25-35) but not 30-45 year olds.

Regarding the second question - I join Bobbie7 in the question, what
do you mean? ["e.g., they take more morgage than other age groups?;
they do more online banking than other age groups?].

Clarification of Question by jk444-ga on 24 Apr 2006 12:42 PDT
Thank you for your clarification question. Other than preferential
colors, what are, for instance, favorite past-time, recreational
activities and/or life priorities? Although we are attempting to
create a new brand identity for a bank, we have identified the stated
age group as the target market and are taking a "broad appeal
approach" and then focusing inward -- taking as many prudent
components of "life research" with us -- as a strategic basis for the
delivered creative.

Hope that helps.

Thank you.

Request for Question Clarification by czh-ga on 25 Apr 2006 23:00 PDT
Hello jk444-ga,

Market segmentation by age is somewhat tricky because it's not
consistent about the period to be covered. The age group you're asking
about was born between 1961 and 1976. They are frequently referred to
as Gen X. Your original question seems to ask about how to market
financial services to 30-45 year olds. You expanded the question in
your latest clarification to "favorite past-time, recreational
activities and/or life priorities."

It seems to me that you would like information about how to market
financial services to Gex X consumers taking into account research
about their broad-based preferences and interests. Please let me know
if research along these lines will meet your needs.

I look forward to your clarification.

~ czh ~

Clarification of Question by jk444-ga on 26 Apr 2006 12:01 PDT
Any info yet?

Request for Question Clarification by czh-ga on 26 Apr 2006 12:07 PDT
Hi jk444-ga,

What is your response to my last request for clarification? I don't
know how to proceed. There is lots of information available but it's
not compiled by the age group you specified. Thanks.

~ czh ~

Clarification of Question by jk444-ga on 28 Apr 2006 08:35 PDT

Apologies regarding my previous post. Didn't see yours. First-time
Google Answers user. Your line of thinking is correct with the added
wrinkle of not only marketing a bank's SERVICES/PRODUCTS to potential
customers (GenX) but also how to best position its BRAND (i.e.,
colors, slogans, designs they would gravitate to) for this age group.
The last part is a "reach," I know but you may have access to studies
I don't.

Subject: Re: Marketing/Branding
Answered By: czh-ga on 29 Apr 2006 03:22 PDT
Hello jk444-ga,

Thank you for the clarifications. Your question covers a huge topic
and there is an abundance of resources available to help you explore
current trends in branding, the branding of financial services,
marketing financial services to GEN-X and the branding preferences of
GEN-X. I?ve grouped the material I found according to these categories
to help you focus your research.

I wish you well for your project.

~ czh ~

Talking ?Bout Whose Gen X? 

Who Is Generation X?

?Four demographers will give you five different definitions of
Generation X,? says David Morrison, president and founder of
Twentysomething, a young-adult marketing firm. According to the U.S.
Census Bureau, Generation X was born between 1964 and 1984, which
would put their numbers at roughly 77 million. Others use cutoff dates
of 1961 to 1981, which would add up to 83 million members. Still
others use the much narrower definition of birth years between 1965
and 1979.

Turn Gen X Influence Into Action 
Gen X Characteristic:

Generation X rules
Apr. 24, 2006. 07:09 AM

Ten years ago I started a magazine about my generation, a group of
disenfranchised youth branded with the letter X. Flash forward a
decade and now we're running the world.

Generational Marketing: Playing The Age Card  
Gen X & Y -- Life After The Big Boom

Lingering Myths about Generation X
Dispelling myths about the "Lost" Generation 
February 1, 2005

More on My G-G-Generation
Now that I do a little more legwork, it should have been screamingly
evident that Gen Xers make bad fashion lemmings.

Generations in Marketing
Boomers, Xers, and Y.

July 21, 2004
The grunge generation grows up
They were known for their lack of commitment. Now Generation X is
making waves, its own way.

April, 2006	Click here for copyright permissions! 
Copyright 2006 Penton Media
Reaching out to Generaton X
Marketing pundits target a maturing demographic

Creating Brand Personality for Generation X

Women's Wear Daily 
December 14, 2005  
Gen-X Pinches Apparel Purchasing 

It's the terra firma of the thirtysomething crowd, Generation X, the
only American generation to spend less on apparel in the 12 months
ended in October than it did a year earlier - a 4 percent drop, or
$16.4 billion versus $17.1 billion, according to The NPD Group
research firm. Apparel marketers are simply failing to retain the
Xers' attention, let alone boost their dollar take from a group that's
placing a rising priority on homes and families.

As a result, there's a significant opportunity for stores to offer
Xers a sense of empowerment by providing a way for them to customize
their clothing choices. "The big thing is for retailers to make styles
available that can be customized to reflect someone's sense of
self-expression," Smith said.

"This is a generation that's grown up feeling in control of things.
New technologies have given Xers a sense of self-assurance."

While marketing executives and trend forecasters were hard pressed to
name a single apparel brand that's done a particularly good job
resonating with the Xer cohort, Target and Starbucks were frequently
mentioned as appealing to the group. Both market a sense of style -
design at a price at Target and a lifestyle setting at Starbucks. In
May, research published by NPD Fashionworld showed that the five
apparel brands most popular with women in the cohort were led by
Victoria's Secret, followed by Liz Claiborne, Talbots, Jones New York
and Hanes.

"The Only Things That Aren't Fake Are You, Me and Sprite": Ironies and
Realities in Generation X Advertising

GenX attitude - stock photography images. Royalty free pictures and
photos on disc or for download.

This essay aims to explore the cultural phenomenon known as Generation
X, its relation to advertising and the media, and the postmodern
fascination with 'the real' that is evident within this relation. The
term 'Generation X' refers to a cohort of young adults, born roughly
between the mid-60s and mid-70s, who have grown up deconstructing
media texts and who are now themselves the unwilling target of
marketing campaigns. The ways advertisers try to get on-side with
Generation X, a target market that declares "I am not a target market"
(Coupland, 1992), often involve postmodern techniques such as
pastiche, irony, parody and reflexivity - ways of playing with 'the
real' - and such advertisements frequently make use of notions of 'the
real', for example in slogans such as 'image is nothing' or 'it's got
to be real'.

Success Story

To Volvo, cars are not engineered, nor built. They are brought to
life. Volvo?s Concept Lab is where it all begins.

Business Challenge
Intent on capturing a younger, Gen X customer base, Volvo Car
Corporation needed to answer the question: Who exactly is the Gen X
customer and what are their needs, wants, and desires today? Volvo?s
existing methods and information sources to address this question
required more depth, so they turned to Iconoculture.

The blog for brand planners

Examples of design by marketing communications company

Principles of Financial Services Branding

Four Branding StagesThe survey responses show that there are four
clear types of brand use among financial institutions around the

Stage 1: Visual Identification
Stage 2: New Subsidiary Development
Stage 3: Catalyst for Corporate Change
Stage 4: Centerpiece of Corporate Strategy

Barclays -- Inventive Spirit 

Business Issue 
Interbrand helped Barclays to evolve the visual identity of the
300-year old financial services institution and to create a fresh and
distinctive tone of voice, to reflect a new brand positioning that
would change traditional perceptions of large financial services
When it came time to rally the bank?s 5,000 employees behind the new
positioning, visual identity and tone of voice, Barclays commissioned
Interbrand for an internal communications campaign that celebrates the
inventive spirit of the brand and its people.

Counterintuitive Marketing Strategies for Branding Financial Services Online

Branding Financial Services on the Internet

Business: The Company File -- Banks turn to branding

What You Need to Know About Online Branding of Financial Services

Branding for Banks

More on banks and branding

Financial Services Branding and 'True North'

Branding a Bank

Brand Identity Services for the Financial Services Industry 

Visa to Evolve Brand to Better Reflect New Payment Opportunities

SAN FRANCISCO, CA, 15 March 2005 
Visa International today announced plans to refresh and evolve its
brand identity and structure.  The changes include a new look for the
famous blue, white and gold Visa logo and changes to card design
features.  A major communications campaign will take place between now
and the end of the year when the first cards and merchant signage
bearing the new logo will start to appear.

The Branding of Banks: How Financial Services Firms are Marketing. Themselves.

2006 News Releases

Retail Banks Globally Very Optimistic About Growth Prospects, Accenture Study Finds
Banks? Focus Shifting from Cost Reduction to Growth; Many Say They
Expect To Grow Faster Than the Overall Retail Banking Sector in Their
Home Markets

NEW YORK; March 13, 2006 ? Four out of five retail banks project
annual growth of more than 5 percent over the next few years, in many
cases outpacing projected growth for the retail banking segment in
their home markets, according to results of an Accenture study
released today.

Niche hotel marketer banks on Aloha for branding

BPI Edge is the credit card for the young urban professionals in the
25 to 35 year age group, also referred to as the Generation X. With
its cutting-edge shape and distinctive design that is available in two
hip colors, BLUE & SILVER plus contemporary benefits, it is surely for
individuals who are youthful, hardworking and up-to-date in
technology, fashion, adventure and other trends.

BPI Edge is not just a card that is nice to look at. Keeping in mind
the preferences and lifestyle of its young market, the card is loaded
with benefits and convenience distinctive to the Gen X style.

April 29, 2002 
Gen-X Professionals, Financial Services, and the Web

A Celent Communications survey of affluent, wired 25-34 year-olds
shows massive adoption of online financial services, use of the Web to
find and evaluate providers, and strong interest in financial planning
services in this important segment.

In a new report, Gen-X Professionals, Financial Services, and the Web,
Celent examines the current behaviors and motivations of an important
segment for financial services providers ? the affluent, educated,
upwardly mobile segment of Generation X (25-34), or Gen-X
professionals. Celent estimates that the 2.1 million Gen-X
professional households represent US$21 billion in annual potential
revenue for the financial services firms who are savvy enough to
attract and retain them.

Courting 'slakers': Financial marketers warm up to Gen X
August 30, 2002

Young Women Emerging as Key Online Financial Services Users
A quiet revolution is occuring in how Gen X/Y women bank, seek loans & credit cards

Integrating not only branding messages, but also branch and agent
location information is more important than ever with the female Gen
X/Y users who are now online. If you're not targeting Gen X/Y women
online for your financial/insurance products - or for many other
product categories, as well - you're probably missing an important
market growth opportunity.

Study Reveals Compelling Data About Luxury Spending Trends, Attitudes
and Motivations between the Rich and the Affluent as well as Gen X and
Baby Boomer Generations
NEW YORK, June 07, 2005 -- American Express Platinum CardŽ today
announced the results of The Second Annual American Express Platinum
Luxury Survey, which found that the wealthy are spending lavishly on
luxury goods and services. Households that were surveyed had an
average annual income of $235,900, were among the top 8% in the U.S.,
and spend over 20% of their income on luxury goods and services.

Marketing Across the Generations: Gen X  

For many credit unions, identifying with Generation X has become a
critical factor as they make their long-range plans and position
themselves for the 21st century. This resource explores numerous
issues relating to the Gen X market segment and helps credit unions
develop programs targeted to Gen X members?ages 20 to 35. It includes
educational and informational programs as well as services that will
attract these members. The book also provides methods for
communicating with Gen X, and case studies of successful marketing.

Make Way for Gen X
MacroMonitor Marketing Report
April 2004

Generation X?the generation born between 1963 and 1976?has not
received the same level of marketing attention that the preceding
Boomer generation received (and continues to receive) because of the
latter's immense market size. Gen X comprises some 57 million adults,
compared with more than 70 million Boomers. But as the larger market
of Boomers edges into retirement and subsequent wealth disbursement,
Gen X will increasingly account for the large chunk of high-earning
wealth accumulators.

Generational Targeted Marketing

A specialized marketing firm providing insight into consumer
preferences, trends and buying habits affecting the six generations of

GEN X (1961-1981)
Generation X demands an honest, straight-forward approach.  No other
generation is so market-savvy.  Xers have been shopping all their
lives ? on TV, on the Internet, and at the mall as part of their
social lives.  They expect you to deliver on your marketing promises. 
Burn them once, lose them forever.

Generational Marketing
ˇ	Meet The Generations
ˇ	Understanding Generation Gaps
ˇ	Matures
ˇ	Boomers
ˇ	Generation X
ˇ	Generation Y
ˇ	Pick A Target 
ˇ	Choose The Right Media 
ˇ	Craft The Right Message 
ˇ	Resources

the death of generational marketing


Veteran Colorado marketing executive, J. William Seccombe, has opened
his own strategic marketing agency, Revolution Communications, LLC.
The agency will focus on strategic marketing plan development and the
implementation of advertising, public relations and viral marketing
efforts. [PRWEB Nov 17, 2004]

Home >> Bibliographies & Guides >> Market Segmentation >> Generational

Generational Marketing Through The Generations From cameras to colas,
brands have always targeted youth.
May 1, 2003

================================ launched on February 5, 2001, by Interbrand, as the
world?s only online exchange about branding. It has grown to become a
valuable resource to a growing database of subscribers and countless
other readers. is committed to providing a global perspective on
brands. Challenging viewers to think further about the important
issues that are affecting brands now and in the future. To further
enhance brand awareness, we offer tools and information including
global listings for conferences, courses and careers, as well as links
to other valuable industry resources.

------------------------------------------------- and DNA Designed Communications Ltd.

Brand New Branding
Forget what you knew about branding. The Web changes everything. Four
experts explain how and why.

Tags: Branding

What?s this? A tag is like a subject or category. This page shows blog
posts, photos, and links that have been tagged branding.

Branding Trends in 2006: Fast Lane to Striking Gold

Advertising and Branding Trends


branding banks OR financial services
branding OR marketing genx OR "gen x"
generational marketing "gen x" OR genx
"gen x" OR genx branding OR market OR attitude
"gen x" OR genx financial services OR banks
"gen x" OR genx "financial services OR products" OR banks
branding "financial services OR products" OR banks
branding  trends gen x
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