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Branding Strategy

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…

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Unbanking

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…

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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 --…

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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…

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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…

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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…

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Guest Column: BHAG Branding

By Sean Tracey, Brand Strategist/Creative Director at Sean Tracey Associates How “Big, Hairy, Audacious Goals” apply to financial marketing Most of you have heard the term BHAG. If not, it’s pronounced BEE’hag,…

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Citizens Brand: ‘Good Banking Is Good Citizenship’

Citizens Bank is dumping its current tagline, “Not Your Typical Bank,” and replacing it with a new brand theme, “Good Banking is Good Citizenship.” The bank will be using the “citizenship” concept…

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Kiwibank Brand Fights Back Big Aussie Banks

Australian banks had long dominated New Zealand's financial industry, sucking as much as $3 billion annually in profits from its smaller neighbor. But in 2002, that changed with the launch of Kiwibank.…

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Why It All Starts (And Stops) With Consistency

When marketers talk about consistency, they are often referring to the look-and-feel. They say you should stick with the same colors, same design style, same typefaces, etc. When operations people talk about…

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5 Truths About Rebranding (What I Learned)

Kelley Parks is creator of gira{ph}, and former VP/Marketing & Business Development at Call FCU. These days, Kelley has teamed up with iDiz to help credit unions discover and amplify what is…

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A Doodad Logo and an iDude Mascot

By Kelley Parks, creator of gira{ph}, and former VP/Marketing & Business Development an Call Federal Credit Union. These days, Kelley has teamed up with iDiz to help credit unions discover and amplify…

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service_bell

Your Service Is Not What Differentiates You

Think your service makes you special? So does every other bank and credit union. Here are four reality checks to help you achieve greater strategic clarity.

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Brandspeak: A Glossary of Branding Terms

Acronym Brand names formed from the initial letters (or parts) of a series of words -- e.g., NATO (North Atlantic Treaty Organization), laser (Light Amplification by Stimulated Emission of Radiation). In the…

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ANZ Promises It Isn’t Rude and Cranky

Reeling from an economic recession spurred by the financial industry’s collapse, consumers are eager to finger big bank villains. ANZ gladly offers up “Barbara,” the rude, cranky, deceptive and dismissive bank manager…

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The Power of What Your Brand Isn’t

Most organizations struggle to define their brand strategy -- who they are, what they stand for and what they do differently. In fact, many don’t even know where to begin. Not to…

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Kansas Credit Union Says ‘We’re Not Wall Street’

During the 2010 Super Bowl pregame show, The Credit Union of Johnson County ran an ad announcing its new name -- Mainstreet. The new moniker is meant to align the credit union…

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Your Brand Is a Tool…For Consumers

In 1967, when Ralph Lauren opened his first shop, a necktie store, he had a vision for a powerful brand. And today, over 40 years later, it's obvious that he was very…

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Big Bank Brands, Big Consumer Contradictions

Three separate studies indicate there are significant contradictions between how big bank brands are valued, what consumers feel about large financial institutions, and where consumers choose to bring their deposits. Big bank…

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ANZ’s ‘Uncomplicated’ Brand Strategy

Early in 2009, Australian banking giant ANZ began quietly but methodically rolling out its new brand identity. There was little fanfare when a new ANZ logo popped up in an Indonesian airport…

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