Welcome to the Tearsheet Podcast. I’m Zack Miller.

Rina Papler has been working in brand strategy for over 20 years. That means she’s worked with many of today’s top financial brands with market positioning, messaging, and their product portfolios. As a partner at MBLM, she was instrumental in creating her firm’s research on brand intimacy — the emotional science that measures the bonds we form with the brands we use and love. She’s applied this research to the financial industry in an effort to rank the companies and characteristics that make for today’s strongest brands.

Rina joins us on the podcast to discuss what makes up brand intimacy and how emotional people feel around financial services. We look at her rankings and the attributes of today’s strongest financial brands. Lastly, she provides advice to companies to make themselves into more intimate brands.

Rina Papler is my guest today on the Tearsheet Podcast.

I’d like to thank our sponsor MX for supporting Tearsheet’s work. MX is the leading data platform for banks, credit unions and fintechs, enabling its clients and partners to easily collect, enhance, analyze, present and act on financial data.