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For many years, you have heard us at CBC talk about our principles of bank branding. You’ve seen us evangelize word of mouth marketing, highly targeted brand strategies, and unique thinking about a bank’s business model. In other words, we’ve always been a coach, helping our clients implement innovative strategies.

Today, we become not only the coach, but the client as well.

We are really excited to share with you something we’ve been working on for a while. We decided it was time to complement our bank consulting work by demonstrating how a bank could truly use all of the advice and brand strategies we believe so strongly in.

We are pleased to introduce you to Tribed: Banking Experiences for Niche Communities.  Tribed plans to develop an extensive series of small, highly targeted online-only ‘direct’ banks. Why? Because we want to make financial services more relevant to consumers. Our plan is to do this by providing banking member experiences that are tailored to extremely narrowly defined member segments, who share in a particular passion (“tribes”).

As the first example of this concept, today we’ve also launched Wag, a new website aimed at the most avid dog fanatics, at www.dog-bank.com. The website is currently an online publication providing unique content about how personal finance topics intersect with and impact the lifestyle of the fanatical dog lover, and facilitating discussion with community members about these topics.  Ultimately, we plan for Wag’s website to offer complete direct banking services to community members.

I hope you’ll take a few moments to poke around our sites and learn more about our concept. If you have questions, comments, etc., please be sure to share them. You can drop Jeff a line at j@niche-banking.com.

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