At one of our quarterly All Hands meetings, the president of our division discussed how growing market share was critically important in the digital banking space. The main goal is to continue to lead this space in the future, but doing so becomes increasingly challenging as new market entrants try to steal share. To stay ahead, we must always bring our “A” game to market. Creating blue ocean strategies would require innovation, customer engagement and out-of-the-box thinking. We need to consider buyer utility, pricing, costs and adoption. To do this we should be strategic in how we design, build and price our products. How the company handles different consumer segments is also important. There is a differentiation in the needs of different types of financial institutions. The customer-centered brand management strategy we discussed in class is very useful for this type of organization. How we market large national banks should be different than how we market small-town banks. Small banks typically don't have the technology budget to invest in large-scale digital channel solutions. Many companies have decided to have different brands for different customer segments. We discussed how this works successfully for automakers. For digital channels,