Exness, one of the largest brokers in the world, has launched a new brand campaign, marking a shift in how it connects with traders, recognizing that trading is fueled by more than just data and product features. The campaign titled “Born to Trade” focuses on the emotions that drive a trader's journey, capturing the shared trading experience and the community it has created. Exness CMO Alfonso Cardalda explores the “Born to Trade” philosophy and thought process.
The vision
The campaign is a bold move to forge a deeper connection. It acknowledges that while the company has successfully communicated its product offerings, Exness has yet to fully explore the qualitative aspects of trading and the relationship with traders. The campaign bridges this gap and captures the essence of what it means to be a trader: the emotions, skills, and sense of community.
"Born to Trade" is more than just a slogan. This concept emerged following feedback from Exness' traders, partners, and Introducing Brokers. Cardalda expressed, "It's about more than just promoting a product. It's about connecting with traders on a deeper level, recognizing their unique DNA, and providing them with the tools they need to thrive."
Connecting with traders on an emotional level
Cardalda emphasizes the importance of understanding the emotional aspect of trading. While analysis and data are crucial, emotions also play a significant role. Recognizing this duality allows the creation of messaging that resonates with traders at this level.
He notes, "While we've effectively communicated our product benefits and features, we haven't fully explored the emotions that drive traders. This campaign aims to bridge that gap."
“Born To Trade” is a departure from the industry's focus on product features and tactical marketing. It's about fostering community and celebrating the trader's identity. By addressing the emotional side of trading, Exness hopes to create a lasting connection with its audience.
Reinforcing reliability through simplicity and transparency
Exness' reputation for reliability is deeply rooted in its product. The new campaign reinforces this by focusing on clarity, transparency, and efficiency. This commitment to simplicity is evident in both the visual identity and the functionality of Exness' platform.
Cardalda said, “It isn’t about creating a façade of reliability; it's about showcasing Exness' commitment to providing the best possible trading platform and fostering trust with traders.” By prioritizing clarity and simplifying the trading experience, Exness aims to make traders feel comfortable and confident in their chosen platform.
Measuring Success Beyond Numbers
As a data-driven company, Exness is meticulous about measuring success. The “Born To Trade” campaign, a global concept with localized execution, will be assessed mainly by its impact on brand perception and emotional connection.
This signifies a shift away from classic metrics and towards reinforcing brand identity. The emphasis is on how traders recognize and connect with the new brand identity launched earlier this year.
The Path Forward
With its refreshed brand identity and the “Born To Trade” campaign, Exness is poised to elevate its image to new heights. By focusing on innovation, expansion, and communication, the broker aims to solidify its position as a leader in the global trading industry.
Through continued investment in top-tier products, expansion into new markets, and fostering meaningful relationships with clients, Exness is committed to delivering a trading experience that's not only reliable and efficient but also emotionally fulfilling for traders worldwide.
