As the world of banking continually changes, ushers an era of all things digital. ICE Business Times speaks with the successful brand professional who is making their mark in the financial industry. He explain the dynamics of the new age, the challenges of the market, and their passion for the job. Anwar Ehtesham, Head of Brand, Dhaka Bank Limited A Decade of Challenges and Changes We are going through the most significant cultural shifts of our time. Attitude towards getting services, level of expectations from the service providers, service delivery/consumption process, media consumption patterns, information search methods, etc. are changing every day. Customers are getting more powerful and demanding; the banking Industry is also experiencing the same. Innovation and marketing are therefore getting essential not anymore for its growth only, but also for the survival. Challenges in the Financial Industry As per my understanding, the need of banks will reduce
Go Global Act Local - one of the commonly used terms probably all of us have come across. Yes, many will vote for it. But is it really as effective as we know? I have my personal observations on this. In this hyper-connected world, a brand somehow goes global even if you don't want to. It is because someone somewhere looking for a product that exactly matches their needs. And we have social channels, search engines, classified ad sites, and so on. So, a brand has every potential to spread like anything. Now, what that brand really stands for is a different discussion all together and I'm not going into that. I think, products are already global from the very date of its production. Then why do you act like a local brand while operating in a foreign market? In many situations, I have seen, customers prefer certain products for not being local. So, why pushing that? Moreover, people these days are smarter than ever before. They can tell why a brand desperately tries to ac