Ben Stuart
April 19, 2019

129: The Keys to Effective, Purpose-Driven Marketing

Guest: Ben Stuart - Chief Marketing Officer, Bank of the West

A true, purpose-driven brand doesn’t happen overnight. What it really takes is a goal, specific actions, and at times, a bit of sacrifice. For Bank of the West, their mission meant, in the short-term, potentially leaving money on the table in the name of responsible investment of customers’ money, and transparency as to what that money was doing. That initial cost was worth it, as the long-term benefits, like new customers, talent attraction, and differentiation, outweighed any money lost. Now, when high-profile job candidates ask, “Why should I join you? How are you helping the world?” Bank of the West has a great an answer—they’re one of very few banks that has restrictive financing policies on things like coal, fracking, and arctic drilling.

On this episode of RTU, learn how CMO Ben Stuart and his team helped shape this relatively small financial institution to become a competitive, purpose-driven company with marketing that doesn’t feel like an uninvited guest. The discussion touches on crafting a tight strategy, gaining internal buy-in, data analytics, the keys to differentiation, and more on how to craft brilliant marketing.

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Quotes from Ben Stuart

We had a couple of high profile hires in San Francisco, and a lot of the candidates ask "why should I work for you? What are you doing that's helping the world out?" And we had solidified an answer. A good answer.
"If we played by the rules in a category—especially one that has established juggernaut competitors—we'll lose. The competitors lay those rules out for you, so its a predetermined fact that you'll lose.
Brilliant marketing is marketing that is adding to your day, versus being visual or audio pollution.


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