A big Australian bank tries fixing its mistake by resurrecting an old regional brand it took over -- and retired -- just a few years ago. The new look resembles the City of Melbourne’s brand.
First Cherokee Bank spawns “Acru,” a retail wealth management sub-brand that will gradually become the bank’s primary identity. It’s a smart, deliberate and patient way to reposition the brand for the future.
The scrappy UK startup has a bold, differentiated strategy, but critics say the bank's cheesy image and gaudy branches undermine its brand.
What makes your financial institution unique? If you can't recognize the differences, then neither can consumers who will be forced to compare you only on price.
The key to success in branding hinges on being different than your competitors in ways that really mean something to consumers. This elegant branding model breaks it down.
Marketers need to understand the distinction between their “brand” (which they don't control) and “branding” (which they control entirely).
The Cambridge Building Society in the UK spent a hefty sum to rebrand itself, trying to shake its old, stuffy, boring image.
Deutsche has spent millions to memorialize its rebranding project. See the bank's brand standards manual and unique BrandSpace museum.
No sophisticated strategies needed, just some commonsense lessons we all learned in kindergarten.
Is your organization making the most out of low-hanging fruit, or is it bury its head in the sand?
NAB punks its competitors with everything from Twitter stunts to banners strung from helicopters.
Half trust financial firms less, citing honest communication and transparency as keys to reputation.
Danvers shuns dull lifestage photos for a simple illustrated spokescharacter spouting commonsense expressions.
ABNB wanted to make sure employees understood its new brand first before unveiling it to the rest of the world. Smart.
Like a phoenix from the ashes, BankUnited has resurrected its brand — from FDIC failure to successful IPO — christened with a new identity.