Outlier Briefing: MBLM's Rina Plapler on improving brand intimacy in financial services

Welcome to Tearsheet’s Outlier Briefing. This subscriber-only content is exclusive for our Outlier members. We go deeper with subject matter experts, to take actionable steps that can impact your business and practice. Rina Plapler has been working in brand strategy for over 20 years. That means she’s worked with many of today’s top financial brands with market positioning, messaging, and their product portfolios. As a partner at MBLM, she was instrumental in creating her firm’s research on brand intimacy — the emotional science that measures the bonds we form with the brands we use and love. She’s applied this research to the financial industry in an effort to rank the companies and characteristics that make for today’s strongest brands. Rina joins to discuss what makes up brand intimacy and how emotional people feel around financial services. We look at her rankings and the attributes of today’s strongest financial brands. Lastly, she provides advice to companies to make themselves into more intimate brands. To hear the full audio and to access all of our exclusive, member-only material, head on over to Tearsheet.co/outlier