This book is a good read and I highly recommend it for the financial services professional. Mr. Nagdeman conveys experience and wisdom. In my experience as a business coach and consultant, I’ve come across many financial services professionals who are stuck in a rut using the same marketing techniques as everyone else and trying to keep up with their competitors. This book instills structure and “Tactical Implementation” using branding as foundation, to help financial service professionals to differentiate themselves.

The author sums up this problem neatly when he writes, “Unfortunately, many financial services executives fail to distinguish between strategically oriented, integrated marketing programs and specialized marketing activities implementation activities. For many, the 'M-word' is clearly a synonym for advertising or various others forms of promotion and tactical implementation – from direct mail programs and brochures to convention activities and chachkas." This illustrates the core problem with marketing in this industry- too much copycat behavior, too little differentiation. The real benefit of the book is the knowledge that you gain after establishing this problem, teaching you what to do to stand out and gain clients.

This book is a great addition to the library of the seasoned Financial Services professional, and a good foundation for the novice just entering the industry. ( )