I wrote and posted this today to my “work” blog, as I have been doing a good amount of financial services based client work these days.  Here is an example of an interesting evolution in financial service brand strategy that I discovered this morning while taking a break from working in my basement. Incidentally, I have to go share a cup of coffee with a financial advisor in 5 minutes….

The Brand Sherpa's Blog

Today I decided that rather than working from home I would check out “that new coffee shop” a few miles down the road in the newly gentrified downtown area of this small-ish southern town I live in.

I had noticed several times that the Copper Coin coffee shop shared signage with something called Acru: Money + Life.  The first is indeed a coffee shop and the second a financial advisor firm.  But they are not two separate businesses.  They occupy the same space – by design.

Acru is the financial services partner to a community bank, founded by the son of a bank president who saw the need for a different approach to providing financial and life planning services.  He felt that having an aesthetic and productive  space where community members could gather over pleasantries like a cup of coffee provides a more empathetic environment for what can be a…

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