Chase Can’t Advertise Its Way To Customer Friendliness

J.P. Morgan Chase is planning to unveil a new campaign called “Chase What Matters” in an effort to reposition itself as being more customer friendly. Here’s a quote from a news release on the topic:

“We’re launching it across all lines of business at Chase, working in partnership with our retail side so all branches and all Chase-branded products will be under this campaign,” said Sangeeta Prasad, svp-branding and advertising for Chase

My take: First of all, lets look at some data that I’ve published about Chase:

Chase certainly has its work cut out to be viewed as customer friendly.

But is the firm’s problem really its advertising slogan? Will a high recall rate for “Chase What Matters” make customers think that Chase is customer-friendly? I doubt it. To change customer perception, Chase needs to follow the second principle of Experience-Based Differentiation:

  • Reinforce brands with every interaction, not just communications. Traditional brand messaging is losing its power to influence consumers — that’s why branding efforts need to expand beyond marketing communications to help define how customers should be treated. To master EBD, firms must articulate their brand attributes to both customers and employees, clearly describing how the firm wants to be viewed. That’s just the first step, because companies must go on to translate brand attributes into requirements for how they’ll interact with customers.

The bottom line: Don’t waste money on brand promises that you can’t keep.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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