Comments on: This Common Bank & Credit Union Tagline Equates to a “Life” Sentence

By: JJ Hornblass

JJ Hornblass — Thu, 12 Feb 2009 13:45:14 +0000

Jeffry, all the more so. Thanks.

By: Jeffry Pilcher

Jeffry Pilcher — Thu, 12 Feb 2009 04:09:08 +0000

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

By: JJ Hornblass

JJ Hornblass — Thu, 12 Feb 2009 01:20:44 +0000

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.

By: David Cesarini

David Cesarini — Wed, 11 Feb 2009 23:49:18 +0000

The taglines above indicate to me that some banks still believe that customer loyalty is independent of customer service and are focusing on what they want rather than what they offer.

By: Jeffry Pilcher

Jeffry Pilcher — Wed, 11 Feb 2009 23:16:03 +0000

Yes David! That’s exactly what I wanted to say, but you said it better.

By: David Cesarini

David Cesarini — Wed, 11 Feb 2009 20:18:24 +0000

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?