What does soap have to do with banking? More than you might think. In a study of 75 product categories, banks were among the least differentiated, while 100% of soap brands have successfully differentiated themselves. Banking is one of the most commoditized industries around — everyone says and sells the same things. That’s why the message that Eric Ryan has for financial marketers is so relevant. As the chief architect behind the Method brand, Ryan has learned what it takes to stand out in a price-sensitive category that’s dominated by a handful of big players with “me-too” brands.