![](https://usaei.smu.edu.sg/sites/usaei.smu.edu.sg/files/styles/sme_home/public/marketing-toolkit/articles/Capture-1-How-finance-brands.jpg?itok=LZwyKheO)
How Finance Brands Can Achieve Customer-Centricity and Lead Through the Covid-19 Crisis
Financial brands have spent a lot of the last decade-plus rebuilding their tattered reputations.
![](https://usaei.smu.edu.sg/sites/usaei.smu.edu.sg/files/styles/sme_home/public/marketing-toolkit/articles/Capture-2-The-Objectivity-Trap.jpg?itok=fikxhiUO)
The Objectivity Trap
B2B marketing has long been thought of as having to be much more strictly objective than B2C.
![](https://usaei.smu.edu.sg/sites/usaei.smu.edu.sg/files/styles/sme_home/public/marketing-toolkit/articles/Capture-3-Conversations-That-Matter.jpg?itok=MPLdzMgt)
Conversations That Matter—The Return to Growth in Turbulent Times
The Covid-19 pandemic is now just one of several crises to which we are all adapting.