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Branding Archive

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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Can Credit Unions Afford a National Campaign?

The subject of a national campaign for credit unions has been widely debated over the years. Some argue about whether it should be a brand campaign or an awareness campaign. Others dispute…

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GEICO’s Crazy Ad Strategy Breaks the Rules

"People can now accept more complex brands with multiple, distinct narratives highlighting various aspects of the brand." -- The Martin Agency, about its GEICO ads GEICO uses more branded characters at one…

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Westpac Resurrecting Dead Brand for Online Direct Arm?

Australian bank Westpac is considering reviving the Bank of Melbourne brand it retired years ago following an acquisition. Westpac is reportedly planning to relaunch the Bank of Melbourne as on online internet…

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The Ad Ally Would Run If It Was Really Honest

When Ally Bank was borne from the ashes of GMAC earlier this year, the bank's CMO told us that "talking straight" is one of the three principles at the heart of the…

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Commerzbank Blends Brands Following Merger

"A strong company needs a strong brand." -- Commerzbank When the third-largest bank in Germany merged with the second-largest, it left a big question: What to do about the brands? Easy. Pair…

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Four Things Your Brand Must Be

Four principles serve as the underpinning for every great brand: differentiation, relevancy, credibility and irreproducibility. If your brand doesn't meet these four criteria, you've still got some work to do.

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Virgin Should Shock Just About Everyone

Some may question Sir Richard Branson’s timing. Why would he launch a bank now? Well, for starters, Branson is exceptionally good with money. Who better to run a bank than a guy…

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‘All People Ages 18-55’ Is Not Your Target Audience

Financial institutions that think their target audience includes basically everyone with money and a heartbeat are severely crippling their branding efforts.

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HSBC Microsite: ‘Join the Values Conversation’

HSBC has introduced new components supporting its Soapbox promotion, including a microsite, TV spots and an exclusive sponsorship of the New York magazine video section. The ValuesSoapBox.com (below) publishes people's comments on…

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It Only Matters If It’s Measured

Ever since First Federal Bank in Sioux City, Iowa, rechristened itself "Vantus," the bank had been building its brand entirely around the idea of "simpler banking." (UPDATE: The bank has failed.) From…

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Is ‘Common Bond’ Part of Your Brand?

Credit unions, as not-for-profit organizations, are required to limit their membership in order to qualify for their untaxed status. Historically, this helped create a "common bond" between credit unions and their members.…

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What’s the Return on Branding?

A number of financial institutions ask, "What's the ROI on branding?" It's often the bean counters who ask this question. They want to see a "demonstrable rate of return" before making any…

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HSBC ‘Different Points of Value’

HSBC has been positioning itself as the "worldwide local bank" for a while now. They are a bank that takes pride in understanding the subtleties of cultural differences. Last year, they introduced…

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