It’s always a bit dangerous to make sweeping generalizations to try and define an entire generation, but we like to live on the edge here at RFG, so let the stereotyping begin.
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This is part two of a two-part interview with Bruce Philp, branding expert and co-author of the book, “The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause.”
To read part 1, click here.
RFG is pleased to have Bruce as the keynote speaker at the 2009 CEO Forum this August, where he will share his perspective on strategic branding for the new future in financial services.
The interview was conducted by RFG General Manager and Chief Operating Officer, Bob Dye.
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I don’t know that there is anything inherently wrong with the traditional model as a business structure. What I think needed to be reinvented was its purpose. There is something kind of adversarial about the nature of retail banking as the consumer experiences it.
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