Branding Archive


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

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



How to Reverse the Loss of Trust in Financial Institutions

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



Danversbank Brand Makes Sense with ‘Noggin’ and Fresh Copy

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



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.



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.



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?


Hello. I’m the New ASB

A casual tone and conversational personality are at the center of this banana yellow bank brand.


The Visual Story of Marginalen Bank’s Colorful Brand Identity

The bank merged four disparate brands under one new attractive look-and-feel. Even the forms and applications look nice.



The 15 Most Common Brand Positions in Retail Banking

Banks and credit unions like to wrap their brands around familiar themes. Check out these common brand positions and you'll probably see one that your financial institution is using.



7 Tips to Find Your Brand’s Personality

Seven exercises developed by world-class branding firms that you can use to identify your bank or credit union's real emotional brand traits.


Frost Bank’s Mini-Manifesto Makes Big, Bold Promises

You need to know what your organization believes if you want to publish a cool little mini-manifesto like Frost Bank.



The Coolest Bank HQ You’ve Ever Seen

You’d have to be crazy to not want to work for this Australian investment bank. Macquarie’s new Sydney headquarters is unlike anything you’ve ever seen before. Clive Wilkinson Architects, who designed the…


Bromides and Dead Icons Won’t Fix UBS Brand

In 2008, private banking giant UBS (formerly Union Bank of Switzerland), like pretty much every other bank on earth, was slammed by the subprime meltdown. But that year, the bank also became…



What is “unbanking?” It's a marketing term created by various credit unions (and perhaps some banks) for use in ads, brochures and other creative materials. Some use “unbanking” as a conceptual platform…


Got a Question? Ask Bill

Bill Castle (pictured above), the CEO of South Valley Bank & Trust, is the star in the bank’s latest ad campaign, Ask Bill. Castle is stepping up to answer people’s questions --…


Big Banks Roll Out 14 Promises in ‘Customer Charter’

“This won't happen overnight, but we will be open about our progress.” — Brian Hartzer, CEO RBS and NatWest In an effort to repair a brand image tarnished by bailouts, the Royal…


Making Banking Easy Isn’t Easy

For the average consumer, banking is a chore akin to scrubbing the toilet. It’s something that has to be done whether one likes it or not, and most people don’t. There are…



Santander’s HQ: High-Tech Wonderland with Robotic Butlers

It’s called Santander City. This sprawling corporate HQ for one of Europe’s biggest banks is a visually stunning concept integrating advanced robotics, interactive design and LED-based art murals. Santander City’s "El Faro"…


Case Study: Fitzsimons Credit Union Rebranding

In early 2009, Fitzsimons Credit Union engaged Art + Business ONE for a rebranding project that was to launch in November later that year. The Financial Brand conducted this brief Q&A interview…


Defending BofA’s Embattled Brand

BofA's brand is in the toilet. At least that’s what every journalist and blogger in America seems to believe. Headlines like “Bank of America Shines TARP-Tarnished Image,” and “BofA Uses Its American…