Shows
builders from business.comFocusing Your Brand and Organization with Allison Netzer of BrandThnk.coOn this episode of the builders podcast, John Busby sits down with Allison Netzer, Founder of BrandThnk.co and a branding expert known for her work with financial institutions, to explore how companies can stand out in increasingly commoditized markets. Allison shares insights from her updated book, Think Like a Brand, Not a Bank, including her Pain, Promise, Proof framework—a practical approach to building deeper, more meaningful connections with customers. The conversation dives into the pitfalls of activity-based marketing, why leading with features often fails to resonate, and how focusing on a single, emotionally compelling promise can cut through th...
2026-04-0930 min
Money Isn't Everything'Busy Isn't Bold': The Banking Branding ProblemBanks and fintech brands are missing opportunities to build real connections largely because of how they communicate.On the show today: Mary chats with Allison Netzer about the second edition of her book, “Think Like a Brand, Not a Bank." They explore what it takes for a brand to pop in a commoditized industry. Hint: jargon, complexity, and “busy” messaging aren’t the answer.Show Notes:Allison's Book: Think Like a Brand, Not a Bank🔗 https://brandthnk.co/book/Subscribe to the Money Isn’t Everything podcast here...
2026-03-1235 min
Banking Transformed with Jim MarousBanks Must Move Beyond Product ParityIf your bank is still competing on features, you don’t have a strategy.
There was a time when products and features made a difference. That time is gone. Digital is now expected. Rates are aligned. Features are replicated. And AI can compare them instantly. If you're leading with just what you offer, you're competing in a race where everyone looks the same.
Allison Netzer's "Think Like a Brand, Not Like a Bank" Version 2 shares three years of implementation data from banks and credit unions that stopped competing on features. Her framework explains why leading wi...
2026-03-0350 min
Banking on Digital Growth452) Logic Meets Intuition: Strategic Growth in BankingIn the realm of strategic planning, branding, and marketing for financial institutions, there exists a continuous tension between using pure logic and rationale versus tapping into feelings, emotions, and intuition. Leaders and marketing professionals often struggle with balancing these approaches, resulting in a disconnect within their strategic efforts.To address these issues, the episode provides actionable advice and insights. James Robert Lay and Allison Netzer, chief strategist at BrandThnk, discuss practical steps marketers can take, such as beginning with intuition in decision-making and refining it with logical analysis. They advocate for marketing the role...
2024-11-1242 min
The Remarkable Credit UnionDoes Your Credit Union Think Like a Brand?Most credit unions have a set of brand guidelines that include dos and don’ts for their color palettes, logos, images, graphics, and copy. But do guidelines like these truly capture the essence of your brand? Allison Netzer, Chief Marketing & Strategy Officer at Nymbus and co-author of Think Like a Brand, Not a Bank, would answer that question with a resounding NO.
Allison joins us on this month’s episode of The Remarkable Credit Union podcast to talk about who credit unions should be tapping into to help shape and promote their brand, why “member-first” isn’t really a b...
2024-01-2438 min
Think Like a Brand, Not a BankThe Anniversary Edition with Allison and LizJoin us for a reflection on the first year of TLAB...complete with what's surprised us, predictions for the future and shameless plugs for our new content. And while you're here, listen to a few of the past episodes with some amazing leaders in financial services and beyond.
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2023-08-2919 min
The Master Marketer ShowEp. 44 Allison Netzer - Your Culture is Your Success“Culture” is starting to feel like more of a generality, don’t you think? Companies fall back on pleasantries when describing day-to-day operations, and the one word that always comes up is “culture.” But what is good culture, and why is it so difficult to define? After all, team members need (and deserve) more than a pat on the back and a pizza party to establish company culture.In this week’s episode, we speak with the Chief Marketing and Strategy Officer for Nymbus, Allison Netzer, for a conversation on company culture, and employer brand as an...
2023-06-291h 05
Think Like a Brand, Not a BankBONUS: A TLAB Conversation with Dr. Marcus CollinsMarcus’s first book, FOR THE CULTURE, is out this May. He has worked with everyone from Beyonce to Nike to McDonald’s (he’s the brains behind the adult happy meal, most recently Cardi B and Offset) and is an award-winning marketer and cultural translator with one foot in the world of practice—serving as the Chief Strategy Officer at Wieden+Kennedy New York—and one foot in the world of academia—as a marketing professor at the Ross School of Business, University of Michigan.
For the Culture is a guide to understanding the cultural forces that sh...
2023-04-2424 min
Bank Marketing ShowEp 30 – Think Like a Brand, Not a BankEp 30 - Think Like a Brand, Not a Bank In this episode, Chris Bates and Dan Novalis interview Allison Netzer and Liz High, authors of the book “Think Like a Brand, Not a Bank” – a must read for any banker. Your bank’s brand belongs to...
2023-04-0300 min
Bank Marketing ShowEp 30 - Think Like a Brand, Not a BankEp 30 - Think Like a Brand, Not a Bank In this episode, Chris Bates and Dan Novalis interview Allison Netzer and Liz High, authors of the book "Think Like a Brand, Not a Bank" – a must read for any banker. Your bank's brand belongs to everyone in the bank, from teller to CEO. Banks and companies that focus on their brand almost always outperform in their markets – and we discuss examples of banks that have done just that. We also chat about the five principles shared in the book: doing counterintuitive things, embracing tension, cueing the re...
2023-04-0356 minBanking on Digital Growth283) Starting from Within: The Personal Growth Journey to Digital TransformationDigital transformation momentum may seem out of reach to some financial leaders, but that’s because they’re trying to move mountains rather than one pebble at a time. Transformation starts with the self, and you’re not starting from a dead stop. Regardless of speed or trajectory, each one of us is already moving.
In this episode of our Exponential Insights series, we’re joined by the Chairman and CEO of NYMBUS, Jeffrey Kendall, as well as CMO and Chief Strategy Officer, Allison Netzer.
Jeffrey and Allison share their thoughts on building digital...
2023-03-2738 min
Think Like a Brand, Not a BankBONUS: Allison and Liz: Tales from the RoadBONUS Episode! Liz and I get together and share some of the most surprising things we've learned traveling around and talking about the book, Think Like a Brand, Not a Bank. Plus, we somehow commit to creating a wine and cocktail list to accompany TLAB bookclubs.
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2023-03-1715 min
Parent. Boss. Leader.S1E12 - Allison Netzer | The Un-corporate Person in a Corporate EnvironmentToday on PBL, we’ve got Allison Netzer, Chief Marketing & Strategy Officer at Nimbus and the author of Think Like a Brand, Not a Bank: 5 Practical Strategies to Unlock Innovation, Connect with Customers, and Grow. Allison has fascinating ideas about the nature of work, including how important it is to find the environment you need as opposed to the role or title. We also dive into what separates modern leadership from old ways of thinking. As Allison likes to say, “There is only so much that can be achieved by looking at what has already happened. Real opportunity comes from...
2023-02-2127 min
Think Like a Brand, Not a BankThe 🤘Eric Episode:Today I am speaking to someone who needs no introduction, but since this is audio-only, I will give you some hints:
The Linked Banker
The guy who figured out how to put an emoji in front of this name on LinkedIn
Author of The Recovering Banker Newsletter.
That’s right - it’s 🤘Eric Cook.
Listen for more!
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2023-02-1130 min
Fintech HustleAllison Netzer and Scott HappIn this always unscripted Fintech Hustle episode, Black Knight's Scott Happ and NYMBUS' Allison Netzer join hosts Sam Kilmer and Ron Shevlin from Cornerstone Advisors. They cover a lot of ground including: Acquisitions, valuations, network effects, talent, leveraging data, startup innovators, digital marketing, and Walmart's fintech plans.
2023-01-3054 min
Think Like a Brand, Not a BankThe Joann Episode: Crevices. Starbucks. Life Design Banking.I am keeping the bar high with my next guest, Joann Marsili. Joann is the Chief Marketing and Digital Experience Officer at Fidelity Cooperative Bank out of Massachusetts. She is a highly regarded, data-driven leader and an all around inspiring person.
Listen in for:
"Give ideas time to get into the crevices of the organization."
Why you should perform "the Starbucks Story" live. Really!
What is "Life Design Banking"
Quick link to "the Starbucks Story" complete with sound effects:
https://spotifyanchor-web.app.link/e/Y0EYYkZNIwb
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2023-01-1914 min
Think Like a Brand, Not a BankThe Michelle Episode: Risk, Le Creuset and CuriosityThis episode features my conversation with Michelle Toll. Michelle has been a community banker since 1998 and her reputation and work in the industry speaks for itself.
We talk a lot about:
How to avoid group think
Product isn’t what it used to be
Passing down your banking relationship
A new book idea!
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2022-12-1622 min
Bank Marketing ShowEp 22 - The Power of Personal Branding for Career GrowthYou can't out-bank your competition, which is why focusing on building relationships is so essential. Social media creates an incredible opportunity to foster relationships online, especially when you post engaging content that's authentic and personal. There's a power of personal branding that community bankers can benefit from. In this episode, Dan Novalis, Chris Bates, and Eric Cook discuss why bankers should care about building a personal brand. They also discuss the value of personal relationships as a banker, examples of engaging content you could post, and what The LinkedBanker community is all about. Topics Include:
2022-12-1252 min
Think Like a Brand, Not a BankBONUS: The Starbucks ExampleA snippet from my time on Chuck Allen's Cool Change Podcast that gives you a glimpse of the story that started it all (in terms of the book, Think Like a Brand, Not a Bank).
For the full episode, click here.
If you would rather read the intro, I put a copy of it on our website www.thinklikeabrandbook.com
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2022-12-0903 min
Think Like a Brand, Not a BankThe Josh Episode: "Re-celebration" + Forks and CranberriesIn this episode I am joined by Josh Herman, Vice President of Strategy at the $1B Frankenmuth Credit Union. Josh is a former federal examiner with the NCUA, VP of Compliance at a large regional bank ($70B) and Senior Associate at a Top 100 accounting firm. But wait!
Josh is also the creator of the Envy cannabis banking program at Frankenmuth Credit Union.
We talk about Sometimes Doing the Counterintuitive Thing, Cue the Remix and avoiding binary thinking – plus Josh turns the table and asks me a question - you won’t want to miss it!
2022-12-0525 min
The Rockstar CMO F'in' Marketing PodcastThink Like A Brand #9 - Brand is the Business CaseWelcome to Think Like a Brand, our mid-week shot of the Rockstar CMO F’in’ marketing podcast, where we discuss thinking like a brand, specifically in industries that often don’t. Who are we? Liz High is an insight ninja, marketing strategist, speaker and author who has worked with some amazing brands and, more recently, has focused on supporting FinTechs, banks and credit unions to embrace brand thinking and is the co-author of Think Like a Brand Not Bank. And our host is Ian Truscott, who shares marketing street knowledge he’s picked up in his journey from techie to...
2022-11-3022 min
Think Like a Brand, Not a BankThe Nick Episode - Embrace Tension & Create ContradictionsNick Kennedy is a Dallas-based business coach who offers practical guidance from his decades as an entrepreneur, author, and executive coach.
For Episode 13, we talk on the Zoom phone about mindset shifts, how Uber drivers deal with the same things as high-powered leaders and the power of embracing tension and creating contradictions.
🛫 Uncertainty is where growth comes from
🛫 Courage is when you move past fear; the obstacle is still there
🛫 We like to wallow in the good things that come out of our decisions
🛫 Everything good we have comes from a risk...
2022-11-2418 min
Think Like a Brand, Not a BankThe Cindy Episode: Mastering the Pivot (Cue the Remix)Cindy Lo is the CEO and Chief Event Strategist at Red Velvet Events.
I wanted to have her on the show to talk about how, during difficult periods like post-911 and COVID-19 she took the opportunity to pivot and remix herself and her businesses.
I think you'll get a lot out of the conversation!
For more on Cindy, please click here.
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2022-11-2117 min
Think Like a Brand, Not a BankThe Chuck Episode: Marry the Mission, Date the DetailsChuck Allen, host of the top-rated Cool Change podcast, joins me for Episode 11 to talk about doing the counterintuitive thing. I learned a ton during the conversation, including:
· Change of mind before physical change
· Change starts with endings, not beginnings
· Thawing out hamburgers as an analogy for change
· Much of what we seek is already available
· If you can prove the ROI now, it’s not innovation
· Tips for working with “keepers of the status quo” / you can be right or you can build a bridge (influence)
· Every...
2022-11-1418 min
Think Like a Brand, Not a BankThe Al Episode: Why Room Service Matters + Thoughts On Re-BrandingAl Dominick, Partner at Cornerstone Advisors and fashion icon joins me on this episode to talk about:
The recent brand work at Cornerstone
How to coach internal change
Modernizing roles and decision making
Brands that are doing it right
For more on Al, please click here.
For more on the book, Think Like a Brand, Not a Bank, please click here.
For more on Nymbus, please click here.
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2022-11-0922 min
Think Like a Brand, Not a BankThe Keith Episode: Sometimes Do The Counterintuitive ThingThis week I am joined by the Founder and CEO of Locality Bank, Keith Costello…it’s the closest thing to a celebrity episode that we’re going to get and it’s the first deep dive into the 5 TLB Principles - enjoy!
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2022-10-2125 min
Think Like a Brand, Not a BankThe Derik Episode: Start Simple And See Where It Takes YouExcited to spend a few minutes with the trailblazing CMO of Autobooks, Derik Sutton.
Derik is a Board Member at the Association for Financial Technology (AFT) as well as an award-winning marketer and sought after speaker.
In this episode:
The importance of one-liners
Jobs to be done thinking
The unenviable life of rock stars
"Start simple and see where it takes you"
For more on Derik: click here
For more on the book, Think Like a Brand, Not a Bank: click here
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2022-10-1726 minBanking on Digital Growth234) #ExponentialInsights - How to Think Like a Brand, Not a Bank - Part2Part 2 of our conversation with Allison Netzer (https://www.linkedin.com/in/allison-netzer-1b98335/) , Chief Marketing and Strategy Officer at NYMBUS (https://www.nymbus.com/).
Allison shares more valuable insight on branding as we explore the last three points in her book, Think Like a Brand, Not a Bank.
Join us as we discuss:
How financial brands can “queue the remix” by recycling old ideas (3:55
Making your mission statement your product (14:40)
The WeightWatchers and Microsoft brand transformations (24:50)
Check out these resources we mentioned during the podcast:
Think L...
2022-10-0435 minBanking on Digital Growth233) #ExponentialInsights - How to Think Like a Brand, Not a Bank - Part 1Banks have a branding problem. Too often, their offerings aren’t in line with customer expectations.
It’s time for financial institutions to step out of their comfort zones and embrace the tension that comes with positive change.
Allison Netzer (https://www.linkedin.com/in/allison-netzer-1b98335/), Chief Marketing and Strategy Officer at NYMBUS (https://www.nymbus.com/) and coauthor of Think Like a Brand, Not a Bank, joined us to talk about the branding mindset in banking.
Join us as we discuss:
- Data trends in financial services branding (6:25)
- Why...
2022-10-0343 min
Think Like a Brand, Not a BankThe Shaun Episode: Alexa, Risk and RoomNo good deed goes unpunished!
In Episode 7 (which is over the 5 episode limit I randomly chose), I was delighted to talk to a new connection, Shaun Carson.
Shaun is the SVP and Director of Marketing for Heritage Bank and, as impressively, a champion in his community through work with the Boys & Girls Club and the Emergency Food Network (EFN).
It was Shaun's LinkedIn encouragement that convinced me to keep going with the podcast and I think you'll really enjoy our conversation.
For more on Shaun, please click here.
For mor...
2022-09-3020 min
Think Like a Brand, Not a BankThe Margaret Episode: Mutual Value EquationsWhat do squash (the sport), turning wealth management upside down and being a female founder and CEO have in common?
If you guessed Margaret J. Hartigan, Founder and CEO of Marstone, you would be right.
In this episode, Margaret talks about how non-marketers can apply the book principles as well as some thoughts on how to be more counter-intuitive.
For more on Margaret, please click here.
For more on the book, Think Like a Brand, Not a Bank, click here.
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2022-09-3016 min
Fintech DaydreamingThink like a Brand, Not a Bank with Liz High (and Allison Netzer)What is a brank? While we break new grounds in Fintech Daydreaming every now and then this is the first time we might have accidentally invented a new word that tells everything about how banks could re-invent their brand strategy.
Join Pål Krogdahl and Ville Sointu for this episode, where they talk with Liz High (unfortunately Allison was unable to join us at last minute) about how banks today could do better with the way they communicate their investments in a digital world, and how that translates to value for their customers.
2022-09-3056 min
Think Like a Brand, Not a BankThe Justin Episode: Brand and M&AEpisode 5 marks a milestone for the podcast - for the first time I am interviewing a person who not only read the book, but is IN the book.
That’s none other than Justin Dunn, Chief Marketing Officer at WSFS Bank, otherwise known as Wissfiss.
For more on Justin, click here.
For more on the book, Think Like a Brand, Not a Bank, click here.
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2022-09-2813 min
Think Like a Brand, Not a BankThe Liz (M) Episode: The Rise With Renasant InitiativeMeet Liz Lancaster McIntyre, the Director of Social Media and PR at Renasant Bank AND creator of Rise with Renasant.
She is also a participant of the American Banking Association (ABA) Bank Marketing School and a (relatively) new Texan.
For more on Liz, click here.
For more on the book, Think Like a Brand, Not a Bank, click here.
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2022-09-2221 min
Think Like a Brand, Not a BankThe Jordan Episode: The FIs And Companies Doing It Right Right NowIn this episode, I am joined by Jordan George, currently Head of Client Solutions at Curium US.
He is also an internationally recognized speaker with deep experience in financial services and beyond.
For more on Jordan
For more on the book, Think Like a Brand, Not a Bank, click here.
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2022-09-1215 min
2022-08-3124 min
Think Like a Brand, Not a BankThe Billee Episode: Ask The Right QuestionsKeeping the bar sky high with my next guest, Billee Howard.
Billee is the Founder and CEO of BRANDthrō, Author of WE-Commerce, a former IBM Futurist, regular Forbes columnist and, most recently an Executive Board member at Fast Company.
For more on Billee, click here.
To check out her book, WE-Commerce, click here.
For more on the book, Think Like a Brand, Not a Bank, click here.
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2022-08-3014 min
Cool ChangeHow to Think Like a Brand (#54)Whether we think about it this way or not, all of us have a brand. When people encounter us, there are certain thoughts, feelings and images that come to mind which are, in effect, a sort of brand experience. With some intention, we can design our own brand to be a true reflection of ourselves in ways that communicate us more effectively to the world around us. Allison Netzer is a branding expert and co-author of the new book "Think Like a Brand, Not a Bank," and she has some eye-opening ideas about how we can think...
2022-08-2641 min
Think Like a Brand, Not a BankThe Aleda Episode: Highly Sensitive SuccessI am starting with the bar high with my first guest, Aleda De Maria.
Aleda is the Executive Vice President of Consumer Banking and Operations at People’s Bank out of Holyoke, Massachusetts and an award winning leader, accomplished speaker and all around inspiring person.
She'll answer 5 questions about the recently published book, Think Like a Brand, Not a Bank, including how she is putting the principles into practice.
For more on Aleda, click here.
For more on the book, Think Like a Brand, Not a Bank, click here.
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2022-08-2411 minbuilders from business.comEP 19: Think Like a Brand with Nymbus CMO Allison NetzerThis episode’s guest is Allison Netzer, CMO at Nymbus, a fintech specializing in niche banking solutions. Allison is also the author of “Think Like a Brand, Not a Bank.” Our discussion is about adopting a brand mindset internally and externally to create business value.This episode is for those in many different industries asking questions like:Why doesn’t my brand have more impact?How can we live our brand better?How can our brand create more value?Preorder Allison’s Book Here: https://thinklikeabrandbook.com/To make sure you never miss an ep...
2022-08-2338 minBanking Transformed with Jim MarousHow to Think Like a Brand and Not a BankAs consumers get exposed to new financial brands every day, it has never been more important to think like a brand and not a bank. Investing in creating a strong brand allows a banking organization to get and keep people’s attention – directly impacting the bottom line.With the right branding, you have the chance to impact how consumers perceive your business and how your employees represent your business. This creates loyalty by building trust.My guests on the Banking Transformed podcast are Allison Netzer and Liz High, the auth...
2022-07-1946 minBanking on Digital Growth149) #NewStartsNow - Partnerships: More than Mere SurvivalAs the world moves more and more to digital, there is a misconception that partnering with a Fintech or financial brand is a partnership based on survival.
That couldn’t be further from the truth.
The best partnerships are ones that benefit each member.
Today, I’m joined by Allison Netzer, Chief Marketing and Strategy Officer at NYMBUS, and Margaret Hartigan , CEO and Founder at Marstone, Inc. as they share how they're making that a reality every day.
In this episode, we discuss:
Why wealth management isn’t only for the ri...
2021-12-0733 min
The Financial Experience Podcast for Banks, Credit Unions, and FintechEmbracing Digital Brand and Technology TransformationDigital transformation continues to loom large over the financial sector. But, what's the recipe for success? Allison Netzer joins us on the latest podcast to discuss how banks and credit unions can pursue a "layered approach" to a stronger digital organization. How does your bank or credit union create a digital technology that aligns with your larger brand narrative? Allison and Hunter break it down on the latest podcast.
2020-06-0233 min
The Promised PodcastThe "Savage Days" EditionAllison, Noah, and special guest Miriam Herschlag (Times of Israel Ops & Blogs Editor) discuss three topics of incomparable importance, and end with an anecdote about something in Israel that made them smile this week.
Savage times
These may not be the worst of times, but never have times been bad in just this way. We discuss what this week has been like for us, as parents and as people, as our Facebook feeds fill with ever-more-horrifying videos.
What Israel’s right makes of the violence
How has Israel's right re...
2015-10-151h 00