Three ways to cut through the clutter with your brand story.

• Author: Kastner, Nick
• Position: STRENGTHENING YOUR CORE

MARKETING FOR ALL ORGANIZATIONS HAS SIGNIFICANTLY CHANGED OVER THE YEARS. Wireless technologies, big data, the shift from push to pull marketing strategies and the idea of the customer evangelist have all had a huge impact on how we promote products and services.

And, now, we have come to a point in the history of marketing where consumers have stopped listening. It's estimated that consumers see between 250 and 20,000 marketing messages per day. Consumers hear and see so many different "brand voices" screaming at them on daily that their/our brains are not capable of completely processing all that is seen.

Advertising must be compelling and, even when it is, it sometimes is drowned out by the other noise around our target consumers. That's a big problem for financial marketers in particular as...