Branding Archive

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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Hello. I’m the New ASB

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

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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.

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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.

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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.

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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.

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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…

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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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