What Is the Cost of Cool?

Celent will help qualify your requirements and introduce you to the vendor
Spotted a missing vendor? Use this form to alert a vendor to the Celent service
Create a vendor selection project & run comparison reports
Register to access this feature
Click to express your interest in this report
Indication of coverage against your requirements
Vendor requires PRO subscription to activate this feature
Requires research subscription, contact Celent for more info
18 November 2013
Jacob Jegher
I was watching TV the other night and was quite puzzled by the following Citi commercial: http://www.youtube.com/watch?v=49u1M8lIo0k It's natural for credit card issuers to want customers to increase card spending. However, this is a a sharp contrast to the message that banks send that they want to improve their customer's financial well being! There are so many poor financial lessons in this video that I don't know where to begin. On the other hand, Citi offers financial tools to "help put you in control." They also offer a financial education site for kids and teens with lessons on money management. There's even a lesson titled, "What Is the Cost of Cool?" While Citi has different divisions/groups at work here , the customer views the bank as a single entity. There is certainly a cost to cool in Citi's commercial spot. Banks have to work on unifying their messaging and find win-win scenarios that improve the customer's financial well being.

Insight details

Sector
Content Type
Blogs
Location
Asia-Pacific, EMEA, LATAM, North America