This common financial tagline equates to a “life” sentence
February 11, 2009
“Your partner for life!”
“Solutions for life!”
“Banking for life!”
Many financial institutions use this common two word phrase as part of their tagline. It makes logical sense for a bank or credit union to use this phrase, “…For Life.” It has a nice double meaning. On the one hand, it means, “for everyday living.” On the other, it means, “forever.” Who doesn’t think that feels good?
The only problem is that for some people, “forever” is an awfully long time. “For life” can sound like a life sentence. At the very least, it’s a big commitment.
Key Takeaway: One of the hitches with marketing is that you can never be sure that the message you creatively encode will be decoded by your audience the way you want. Something to think about.
“It said LAFCU YOUR CREDIT UNION FOR LIFE. Something about it made me feel a little trapped and panicky… FOR LIFE… *shivers*”
– ConnieBonnie, blogger
“Your bank for life.”
“Your bank for life.”
– Western Springs National Bank & Trust
“Your bank for life.”
“For work. For home. For life.”
– Univest
“The bank you keep for life.”
“Your partner for life.”
– Farmers & Merchants State Bank
“Your financial partner for life.”
“Your credit union for life.”
“Your friend for life!”
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Previous related stories from The Financial Brand:
- Is ‘common bond’ part of your brand?
- Four points about a national CU campaign
- Inside-out vs. outside-in
- Can credit unions afford a national campaign?
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Filed Under: Branding
February 11th, 2009 at 1:18 pm
Financial marketers who indiscriminately propose life-long relationships with strangers, prospects, and customers will find the feelings are rarely mutual. What does the bank bring to the client-relationship that justifies accepting such a long term commitment?
February 11th, 2009 at 4:16 pm
Yes David! That’s exactly what I wanted to say, but you said it better.
February 11th, 2009 at 4:49 pm
February 11th, 2009 at 6:20 pm
To me, it is not so much that “life” as part of a tagline is inherently bad. Rather, it is — as you evidenced above, Jeffry — that “life” is the sign of a wholly unimaginative marketing effort. When at least nine banks parrot “for life” in their taglines, you know there is too much follow-the-herd going on. Can “life” work in a tagline? Perhaps. But at least it should be used in a novel way — not as a hackneyed catchphrase.
February 11th, 2009 at 9:09 pm
Heh JJ, I only listed 9. My guess is that there are about 200 financial institutions using “for life” in their taglines.
Google results for banks
Google results for credit unions
February 12th, 2009 at 6:45 am
Jeffry, all the more so. Thanks.