Um banco pode ser cool? Um estudo sobre o coolness nas marcas da indústria bancária brasileira

Abstract

This work is an analysis of the use of the coolness construct as a brand rejuvenation strategy in the brazilian banking industry. The objective of this work is to understand how cool attributes are perceived by young people in relation to the banking segment in Brazil. To achieve this goal, a qualitative research was developed at an exploratory level, given the few studies carried out in this context. In a first stage, we sought to adapt the characteristics that a brand to be perceived as cool to the context studied through a panel of experts that counted on the participation of six professionals in the marketing area, four of whom work or have already worked specifically within a bank segment. Based on results and following a methodology similar to the study by Warren et al. (2019) on the theme, three focus groups were held with 21 university students aged between 18 and 25 years. It was found that the coolness construct has the potential to be used in the management of brands in the banking sector and presents itself as an especially interesting strategy for new entrants, such as fintechs. The characteristics of cool brands in the literature were confirmed in the research, with the dimension related to communication still appearing as an emerging category in the context studied. Among the most relevant characteristics for a young people's perception of cool in relation to bank brands, the following were revealed: the perception of being an extraordinary brand, a rebellious brand and with a more adequate communication for young people, especially on social networks. It was identified that among the brands operating in the Brazilian market, only Nubank managed to achieve a legal perception by the researched public, precisely because it highlights the characteristics that are differentiated by criticisms of the brand's coolness. The work, in addition to the theoretical contribution of bringing to light an emerging dimension, a capacity superior to competitors to communicate with their audiences, for the coolness of the brand, at least in the context studied, also seeks to contribute with management proposals. Propositions involving customer experience, communication and attitudes related to environmental, social and corporate governance issues with the potential to improve the perception cool of the banks' brand by the young public are suggested.