James Robert Lay

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Recent Posts


As a Financial Brand, Focus on Consumer Personas, Not Demographics

Financial brands are all about the numbers. So it makes sense that when you want to define and...


Story Marketing for Financial Institutions: Be the Helpful Guide, Not the Hero

See if you can spot the difference between these two commercials.

In the 1980s, there was a famous...


4 Gears of the Digital Growth Engine for Financial Brands

Eighty-seven percent of bank shopping journeys start online, according to our research at the...


8 Ways for Financial Institutions to Achieve Digital Differentiation

The average Net Promoter Score for financial brand website shopping experiences is four out of ten,...


5 Ways Your Consumer Personas Are Failing Your Financial Brand

Do you remember learning to type? Initially, you might have used just two fingers. Then, you...


Tell Stories that Sell with this 7-Step StorySelling Method for Financial Brands

When was the last time you saw a customer’s eyes light up over interest rates or amortization?



Bridging the Bank-Consumer Trust Gap and Generating Profits with Purpose and Empathy

Spend five minutes studying the financial industry and you’ll spot it right away: there is a lack...


Stand Out During and After COVID-19 with Purpose-Driven Banking

“We’re all in this together.”

Throughout the COVID-19 crisis, we’ve heard this statement from...


How Banks and Credit Unions can use Zoom Video to Communicate With Confidence During Times of Chaos, Confusion, and Crisis

As your financial brand marketing, sales, and leadership teams work to keep communication lines...


Stop Doing Digital Marketing to Maximize Your Digital Growth Potential in 2020

As digital continues to change the marketing and sales landscape at an exponential pace,...


Wrapping up 2019: The End of a Decade for Bank Digital Marketing

As we come to the end of not only another year, but another decade, I am humbled to see the...