Alpian has set out to create a premium bank sitting in between retail and private banking and which has a fundamentally different mindset than most of the fintech companies or banks out there. We aim to make banking & investing easy, transparent, familiar, and always meaningful through an intuitive and world-class digital client experience. On top of that, we promise to demystify the world of investment and democratize wealth management. It’s almost a heroic promise – but there is more to it, as you can read below.
How many superheroes can you name? Spiderman, Thor, Iron Man, Wonder Woman. All fairly well known. But, the last couple of years have seen ‘superhero brands’ emerging all over… Supposedly. When we scroll through our social media feeds, we are bombarded with ads and sponsored posts by brands who are vigorously shouting at us about how they are saving the planet and how they want us to live healthier and more sustainably. And all by merely selling us semi-witty slogans printed on organic T-shirts.
Don’t get me wrong; it is great to see that brands have woken up to their impact on society and our environment. But is it the consumer’s job to applaud them for it? I think we know the answer to that. The superhero brand approach worked for a while. As do a lot of new things. However, society shifted from being dependent on companies to being aware that the consumer was far more vital to the brand than the other way around. And brands had to adapt to start making profits again. As the consumer became aware, so did the brand. Finally.
Just as the shift from “what” a brand sells to “why” it matters was led by consumer consciousness, so is the new way of building successful companies.
Affluent millennials (and other generations) are waking up to a life dictated by consumerism. Buy this, buy that. It will make you happy. A slog that seems to bury our society alive. Not quite. These well-off generations are resilient and striving for more. A “more” that is beyond the saviour complex most brands seem to be selling us.