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Financial services marketing messages typically veer toward two extremes: how the brand will protect you from financial ruin in turbulent times, or how it will empower you to take charge of your money matters. SunTrust is taking the latter approach with its latest marketing campaign, “Confidence Starts Here.”
According to SunTrust’s research, 75 percent of Americans have financial stress, and a third have nothing saved for retirement—and offering a positive, uplifting message is a powerful marketing strategy, said Susan Johnson, CMO of SunTrust.
“People
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