Cash App's Evergreen Brand System: Selling the Keychain, Not the Keys

I mean, including PayPal, which is a newer type of system, but it still is bridging between the older institutions and these fresh

app-based...

Yeah, I haven't worked in the financial sector as much as you have, but I've worked in higher education sectors.

And a huge thing they do is trust.

And it's like trust is the number one word they sort of throw around, even though I think they would probably sell more young students on an experience model, which I think this one pulls in a little bit more.

It's really interesting.

I think the only...

I mean, there are some themes that get pulled from a traditional model of wealth management and the iconography, those being the pillar, which is really fun the way they've graffitied it and they're 3D rendering it and that kind of thing, and the lock.

But even the lock is this plastic thing that's clear and...

Like I wouldn't trust that lock.

I mean, you'd use that lock in high school on your high school lockers, but like I wouldn't lock my house with that one because it looks plastic.

But then that's only like a small portion of everything else that they're doing.

It's

fresh.

I mean, they've got this neon green.

You don't see that anywhere.

I mean, a lot of older banks are pretty much going to be in your blues, like the older, because corporate identity or CI came from banking pretty much.

I mean, there are other, fields that developed branding as well, or that branding developed from, but this is a huge one.

So it's got this long legacy, but this is certainly the first time that I'm familiar with a neon green being used associated with a bank.

I mean, it still has that money feel, but you've got a bucket hat in there.

It's not It's not something that you're going to see as much in an older

institution.

For me, it seems really similar to when Robinhood initially launched.

And Robinhood, I think as a brand, they also went through a number of things initially, but they're like really hard in the green and they're very hard in the like technical portion of it.

Even some of their sharing stuff now uses like on the slide that's on the screen, there's one little like a lanyard that has a pixelated font on it.

I mean, including PayPal, which is a newer type of system, but it still is bridging between the older institutions and these fresh

app-based...

Yeah, I haven't worked in the financial sector as much as you have, but I've worked in higher education sectors.

And a huge thing they do is trust.

And it's like trust is the number one word they sort of throw around, even though I think they would probably sell more young students on an experience model, which I think this one pulls in a little bit more.

It's really interesting.

I think the only...

I mean, there are some themes that get pulled from a traditional model of wealth management and the iconography, those being the pillar, which is really fun the way they've graffitied it and they're 3D rendering it and that kind of thing, and the lock.

But even the lock is this plastic thing that's clear and...

Like I wouldn't trust that lock.

I mean, you'd use that lock in high school on your high school lockers, but like I wouldn't lock my house with that one because it looks plastic.

But then that's only like a small portion of everything else that they're doing.

It's

fresh.

I mean, they've got this neon green.

You don't see that anywhere.

I mean, a lot of older banks are pretty much going to be in your blues, like the older, because corporate identity or CI came from banking pretty much.

I mean, there are other, fields that developed branding as well, or that branding developed from, but this is a huge one.

So it's got this long legacy, but this is certainly the first time that I'm familiar with a neon green being used associated with a bank.

I mean, it still has that money feel, but you've got a bucket hat in there.

It's not It's not something that you're going to see as much in an older

institution.

For me, it seems really similar to when Robinhood initially launched.

And Robinhood, I think as a brand, they also went through a number of things initially, but they're like really hard in the green and they're very hard in the like technical portion of it.

Even some of their sharing stuff now uses like on the slide that's on the screen, there's one little like a lanyard that has a pixelated font on it.