Brands who pass the "would I miss you?" test are those that go beyond the benefit and stand for something more. An ambitious vision, a commitment to something better, a different business model or a commitment to change. Would you stand the test?

I've talked frequently on this blog about banking and how financial services companies should be engaging with their specific customer groups rather than broadcasting to the masses (see Engaging with the Web 2.0 consumer or Just how special and different are financial services brands?).We saw First Direct making a foray into the space when it started to externalise its social media commentary through First Direct Live. That was a confident move for a brand that knows it is good at service.

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