FORTIS fakes it « Inspired Marketing (gurugupta blog)

FORTIS fakes it

November 11, 2008 ·



Most financial services advertising is undifferentiated and irrelevant, with generic visuals and headlines/taglines like “A passion to Perform”, “Make it happen”, “You and Us” etc (HSBC’s campaign  is a notable exception). It is rare to see communication highlighting specific products or bringing alive insightfully the overall proposition.

It seems that the communication in the category is an exercise in corporate ego massaging. Perhaps, inserts in leading news magazines like Fortune, Forbes, Time and management journals like HBR are trying to catch the attention of managers of the advertised company so that they can feel good about their own organization. The fact that marketing departments are clearly disconnected from the realities of the business, is evident from the following ad from FORTIS which appeared in the September 2008 issue of HBR.

zyakaira’s comment

I do believe inspite of the failure at Fortis, their campaign has hit the spot with the right targeting and the right mix of elements. why this is in an academic journal like HBR is probably a symptom of the disjointed parts of a marketing campaign and lack of clarity in designing the brief. I would even suggest the teams in this case did not have enough clarity on the way to find the right market segment definitions and the correct mix for each such segment.  It is going to be a bigger challenge in markets like India, China and Brazil where the wealth and investments business is hot and teams need to be aligned with the global message but also operate locally with clarity in their marketing and sales efforts

via FORTIS fakes it « Inspired Marketing


About zyakaira

Investment Banker, 40s, Bangalore This Biopic and this web recreates how one point of view, one person can impact a tremendous economic engine that the world thrives and mis-thrives on. This one has the knowledge and the civil sense , the art of conversation and some good writing to mentor others as powerful and help global managers develop and fine tune their approach on US markets, China, India and the world. Read on here, and let me know what you need. It can be a race for TRPs, a race for new markets and a race to do what is right. I have the pulse of the crisis, the recovery and the market direction and can help you build and refine your strategy as i have helped thousands of managers and multiple global corporations. Of course, it’s more fun if you talk to me. I am in favor of leading this moving of the economic crisis and will partner with you in a soft and subtle way, just the way we both ride to the top. But you can write with us, opine and just reply with aplomb and shine on Twitter , 4 square , Facebook and any other social “choupal” of choice via zyaadakairaada Profile & Portfolio - SocialPicks Different flavours at:

Posted on November 12, 2008, in Bank Stocks, Financial Markets, India, Investments, US and tagged , , , , , . Bookmark the permalink. Leave a comment.

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