For most people, Goldman Sachs conjures up images of money, power and scary cephalopods.
But the investment bank is getting into consumer lending now, which means it’s going to have to make its brand a little more relatable to the masses. In October, it launched Marcus, an online lending startup dedicated to helping people own their debt issues with a personal loan product and a new message: “Debt happens. It’s how you get out that counts.”
“There’s a stigma around debt, people don’t like to talk about it,” Nicole Sbarra, a product manager for Marcus, said at an event in New York Thursday night. “It makes them very uncomfortable. And most people also don’t think of credit card debt as actual debt, they see it as a balance… [Marcus] is going to help you understand that there’s more to you than this extreme amount of debt on your shoulders.”
More in Marketing
As feeds become entertainment hubs, marketers rethink social’s role
As social platforms become entertainment hubs, brands are acting more like media companies to capture attention and drive sales.
How Olly is updating its product detail pages for the AI era
As more shoppers use AI chatbots for recommendations, supplement brand Olly is updating its product pages with clearer descriptions and FAQs to boost AI-driven sales.
In Graphic Detail: Why the best brands are relearning how to entertain first, advertise second
Read on to learn more about the factors driving that shift, in graphic detail.