Branding Archive

cracked_trust

Measuring ‘Trust’ In Banking: A Misguided Metric

Why financial marketers should disregard studies about levels of consumer trust in the banking industry.

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PrimeTrust Financial FCU Rebranding

Hear what this small $145 million credit union had to say about its rollout a more professional image.

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what_is_a_brand

Everything You Should Know About Branding (But Were Afraid To Ask)

For all the talk about "brands" and "branding," there's a lot of confusion about what these terms mean, even among marketing VPs and CMOs at big banks and credit unions.

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Kiwibank’s iPhone App Puts A Service Rep In Everyone’s Pocket

Customers can press a button on their iPhones to summon support from a Kiwibank "online relationship manager" -- human service for mobile bankers, 24/7.

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differentiation

Differentiate Or Die: Boring Banks Need Brand Personalities

Consumers view most banking brands as undesirable and undifferentiated, making the battle cry ‘Differentiate or Die’ more relevant than ever for financial institutions.

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How To: Brand Books For Retail Financial Institutions

What is a brand book? Who are they for? What goes in them? Here’s a comprehensive guide with answers to all your questions.

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rebrand

Is It Time For You To Rebrand?

The answer is, “It depends,” and it hinges on whether you are changing who you are at a fundamental level, or just changing what you're saying in advertising.

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top_10

10 Of The Best Banking Brands To Watch

There are some bank brands that consistently pop onto The Financial Brand’s radar. Here are 10 you want to study. Whenever you hear their names, you should pay attention.

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passion_profits

Purpose, Passion and Profits

How your brand and internal culture can combine to create a powerful new profit drivers for financial institutions in a post-recessionary economy.

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trust_hands

9 Critical Ways Financial Institutions Should Rebuild Trust With Consumers

Here are nine ways consumers weigh their trust in banks and credit unions. How does your financial institution perform, and what weak spots do you need to fix?

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trust

Study Shows Consumers Distrust Banks More Than Any Other Industry

Less than half of the public trust financial services and banks to do what is right, making them the least-trusted industries on earth for the second year in a row.

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vancity_good_money_hero

Cooperative Banking Model Builds From ‘Make Good Money’ Brand Position

Vancity's brand identity flows from a strategy of socially responsible banking -- something they've been working on for over a decade. Here's the whole story.

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bofa_logo

Can Advertising Save BofA’s Battered Brand?

If BofA doesn’t get its act together fast, the bank’s next ad agency is going to have the hardest job on earth. What should BofA do instead?

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gavel

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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what_is_a_brand

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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bank_of_melbourne_hero

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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acru_hero

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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metro_bank_metro_man

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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bankinter_sign

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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caution_sign

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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