Society is under pressure, brands remain relevant with the right message for the right target group. But how exactly do you go about doing that? Marjolein Kleinhuis of the SNS leadership team explains how she strategically leads a brand positioning based on customer insight. Listen to the latest HelloMasters Podcast.
A bit of history: in 1784 the Maatschappij tot Nut van ‘t Algemeen was founded with the aim of ‘promoting the well-being of the individual and community through knowledge’. The purpose of the Nutsspaarbank was to help people move forward, to promote self-reliance. It thus contributed to the well-being of Dutch society.
Can you imagine, on your horse with a bag of money to the Australia Accountant Email Lists bank? Now, of course, everything goes through your phone. Or follow a webinar about investing from your bank.
SNS Bank is part of de Volksbank, which also includes ASN, RegioBank and BLG Wonen. It is the bank where it is all about personal development and attention, ‘People first. Then the money’. They believe that growth is only possible if we first immerse ourselves in the people behind the numbers. That is why they also offer growth coaching. Through sincere attention, SNS wants to earn the strongest customer relationship among the major banks.
Who is responsible for marketing at SNS?
Marjolein Kleinhuis has been the marketing boss and board member at SNS since 2018. After the agile transformation, from March 1, 2022, she will focus on the strategy, including the brand and social strategy, from the leadership team. Before that, Marjolein worked for more than 15 years as a manager and marketer at Tech/Telco companies such as HTC, Ziggo and Hi!.
She is a true marketer at heart. Good consumer insights, you can wake up Marjolein for that.
As a marketer she is increasingly concerned with relevance. As a bank you are in constant contact with customers. Corona crisis, war, inflation, you name it. Money has to do with everything. How do you stay relevant as a brand?