Branding Archive

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Ethical Issues and Lawsuits Plague BofA’s Brand

Here's a list of some super expensive settlements BofA has inked in recent years — a pattern of abuses, deceptions and dirty tricks that have undermined the bank's brand.

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Video: What is a Brand?

Need to explain branding to someone? Your board, or employees? Here's an excellent yet brief video overview.

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The Melbourne Identity: Big Bank Mimics City’s Image As It Resurrects Local Brand

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.

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Evolving for the Future: Repositioning and Repackaging a Bank 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.

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Cheesy Image Wraps Metro Bank’s Customer-Centric Value Proposition

The scrappy UK startup has a bold, differentiated strategy, but critics say the bank's cheesy image and gaudy branches undermine its brand.

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Drenched in Orange

Bankinter has saturated its entire brand image in a flood of tangy bright orange. Take a look at this bold, fresh and contemporary identity.

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The Two Most Important Branding Questions You Could Ever Answer

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.

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Antes vs. Drivers: Relevance & Differentiation in Branding

Antes vs. Drivers: 3 Steps to Find Relevant Differentiation

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.

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Warning Sign: Rebranding Ahead

Three Warning Signs It May Be Time to Rebrand

How do you know when it’s time to rebrand your bank or credit union? Guest contributor Mark Arnold shares three warning signs.

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You Don’t Control Your Brand (Actually, You Never Did)

Marketers need to understand the distinction between their “brand” (which they don't control) and “branding” (which they control entirely).

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New, Vibrant and Brighter Brand – Pricetag: $1.2 million

The Cambridge Building Society in the UK spent a hefty sum to rebrand itself, trying to shake its old, stuffy, boring image.

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Peek Inside: Deutsche Bank’s BrandSpace, Strategy & Standards

Deutsche has spent millions to memorialize its rebranding project. See the bank's brand standards manual and unique BrandSpace museum.

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How Banks Completely Nuked Consumers’ Trust (And What They Should Do About It)

No sophisticated strategies needed, just some commonsense lessons we all learned in kindergarten.

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20 Things Financial Institutions Should Do (But Don’t)

Is your organization making the most out of low-hanging fruit, or is it bury its head in the sand?

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Bank’s Massive Guerilla ‘Break-Up’ Campaign Mocks Competitors

NAB punks its competitors with everything from Twitter stunts to banners strung from helicopters.

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How to Reverse the Loss of Trust in Financial Institutions

Half trust financial firms less, citing honest communication and transparency as keys to reputation.

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Danversbank Brand Makes Sense with ‘Noggin’ and Fresh Copy

Danvers shuns dull lifestage photos for a simple illustrated spokescharacter spouting commonsense expressions.

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Staff Get Culture Books & Music CDs at Brand Kickoff Pep Rally

ABNB wanted to make sure employees understood its new brand first before unveiling it to the rest of the world. Smart.

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BankUnited’s Brand Rebirth: From Collapse to Credibility

Like a phoenix from the ashes, BankUnited has resurrected its brand — from FDIC failure to successful IPO — christened with a new identity.

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The Top 10 Most Valuable Bank Brands in the US

A study by Brand Finance puts BofA atop the list of most valuable bank brands in the US, at $30.6 billion. Who else made the top 10?

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