Whether you're branding a de novo bank, a well-established institution, or a fintech, building a brand with substance beyond the quippy slogan requires two things:

That means baking in actions that support this position throughout the entire organization. Every day, with every person.

If you can do that, no one—I mean no one—can stack up to you. That's because you will have seized a position that delivers unequaled value to customers, employees, and stockholders that no one else can replicate.

For those brave enough and bold enough, this book will show you how to do just that. If you're ready to be more than a commodity in the marketplace and be positioned for longterm success, this is a must-read.

Actually, it's a must-do.