Most financial brands are built to explain the product, but the ones winning right now are built to create pull. The instinct is to do more, except that more of the wrong thing doesn't build a brand -- it builds noise. Most financial brands compete on features and comparisons instead of conviction; this book shows you how to fix that. Who this is for: CEOs watching inferior competitors win while you struggle to articulate what makes you different. CMOs stuck in campaign mode without the organizational buy-in to build something that lasts.