The Bankwatch

Tracking the consumer evolution of financial services

Brand matters |Sapient

Gaston Legorburu, Senior Vice President and Chief Creative Officer, Sapient, gave a refreshingly simple and interesting talk on the importance of brands.

his blog is at

– 96% of sales will occur without the search keyword purchase
– Direct Mail: has been the engine that runs the business; customers are sorting mail into bills, and junk. We can measure ROI, and forgot how to create demand
– brand happens everywhere; but where is everywhere? “My Reality” = Physical, Virtual and Dream worlds ….
– deep rooted marketing processes for a world that no longer exists
– marketing prices have increased 8x to 10x for things like Yahoo home page advertising. New media opportunities must be assessed against reach and engagement value
– Telling and selling does not work; try having a real conversation
– Scale from oblivious to listening, to responding. Banks are nowhere on responding
– online conversation tracker, predicts what is important to people (i need to find where he got that from)

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Written by Colin Henderson

June 26, 2007 at 11:32

Posted in Marketing

3 Responses

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  1. Appreciate the mention. The analysis I showed came from NetroCity enjoy.

    Gaston Legorburu

    June 27, 2007 at 14:42

  2. Gaston … Thanks for stopping by, and for the link.


    June 27, 2007 at 16:47

  3. Hi, my sites:b528504a10cf5d2594965675f250d983

    Hi boys!

    January 31, 2008 at 17:56

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