Think about it. Someone says “Private Bank.” What does that evoke in your mind? Probably not modern, progressive or innovative. So how do you attract the self-made millennials and Gen Z’s, the self-service generation, the tech-savvy? That’s the brand challenge we explored for J.P.Morgan Private Bank. What did we find as we dug deep? As with many brands, misconceptions did not match the reality. What our target thinks a Private Bank is, what it does, and who it’s for, are not what’s actually happening behind those doors. That’s the truth we brought to life in this approach. Hitting them directly with we know what you think, and we’re not that. Wingtips? Wrong, we’re about wings. Conservative and limiting? Nope, we’re about liberating you from financial minutiae. Perfect for that someday, when you’re well-off, über rich? Sure. But we’re more for your today, while you’re still enterprising, still expanding, still earning. It’s the kind of transformative yet brand-smart thinking that we love the most.
Time-starved teachers, stressing in silence about retirement, weren’t taking action. We gave them a way to relax and take charge.
We showed investors why their non-WisdomTree ETFs weren’t. $50 billion of investment growth later, it appears they agreed with us.