Consumers can turn to a growing number of companies for financial products these days, but as Jamie Moldafsky sees it, banking comes back to relationships.

Moldafsky, the chief marketing officer at Wells Fargo (WFC), says the opportunity to forge tight ties with customers matters more than the latest product or the form of one's business, and gives banks an edge over competitors from start-ups to retailing giants when it comes to meeting consumers' needs.

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