Abstract
This paper explores the tricky subject of brand optimisation in financial services with an emphasis on the latest thinking and most recent developments in this area.
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1Lucian Camp is the Creative Director of DMB&B Financial. Sometime after graduating from Oxford, he went into advertising as a copywriter, initially working on packaged goods accounts such as Ski, Skol and Mars. In 1985 he moved into financial advertising as creative director with the specialist agency Valin Pollen. Lucian left in 1989 to become a founding director of DMB&B Financial — now the country's leading specialist agency, with UK retail financial services clients including Clerical Medical, Mercury Asset Management, NatWest, Prudential and Scottish Amicable.
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Camp, L. Latest thinking on the optimisation of brand use in financial services marketing. J Brand Manag 3, 241–247 (1996). https://doi.org/10.1057/bm.1996.4
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DOI: https://doi.org/10.1057/bm.1996.4