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The journal of the Financial Services Forum, a community of marketing leaders across the financial services industry. Our aim is to help our Members improve their individual and corporate marketing effectiveness.We do this via a number of channels, including a calendar of over 50 events and seminars each year; an online Knowledge Centre of reports, white papers and presentations; as well as Argent, our respected journal.Argent features thoughtful, informed articles written by leading academics, marketing practitioners and communications experts from around the world.It also delves into the strategy driving your colleagues and contemporaries, as well as providing high quality research studies, all designed to develop the understanding and practice of strategic marketing within the financial services industry.This issue of Argent is offered free of charge. Future iPad issues are available free of charge through membership of The Financial Services Forum. For further information regarding membership opportunities, please call Jasmine Butler-Burnham on 020 3657 9898 or email jbb@thefsforum.co.uk quoting reference “App101”