Marketing meets product: Designing banking that customers feel

Banking is becoming less about rates and products and more about how the experience feels. In this episode of Branching Out, host Bill Dworsky is joined by Erin Pryor of First Horizon and Deloitte's Lauren Holohan to explore how marketing, product, and experience design come together to earn trust, drive growth, and build relationship primacy in an increasingly competitive market. Erin shares how First Horizon's Big Bank Muscle, Small Bank Hustle strategy blends scale with local decisioning, and why seamless cross channel delivery from mobile to branch to contact center depends on connected data and empowered associates. The conversation also digs into community based brand building, life stage journeys across consumer and commercial clients, and where generative AI can help personalize and scale without losing the human creativity that makes brands resonate.