Branding Archive

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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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Q&A: Lending Club’s Rebranded Identity

The Financial Brand sat down with Rob Garcia, Senior Director/Product Strategy at Lending Club, to talk about why and how the popular peer-to-peer lending service redesigned its brand identity. You can follow…

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Brand Identity Showcase: Garanti, SpareBank, New Alliance

Here are over 50 illustrations showing brand identities, image makeovers and new look-and-feels from banks and credit unions around the world. You can click on any image to enlarge. Garanti Bank Garanti…

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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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Sunova’s ‘Bank Brighter’ Brand and Big D.O.G.

In 2008, one of Canada’s larger credit unions, South Interlake in Manitoba, decided to change names and become Sunova. Why? The credit union wanted to make the organization "a little brighter with…

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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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Bank Streams Live Rock Concerts In Online Banner Ads

Dexia Bank, serving France and the Netherlands, has done two of the most innovative things you may ever see in financial services marketing. First, they have targeted a Gen-Y audience with live…

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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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Rebranding United Heritage Credit Union’s Identity

With more than 54,000 members, over $600 million in assets, and 12 branches in the Austin, Texas area, United Heritage Credit Union is one of the largest regional credit unions in Central…

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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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Big Steps for First Independent’s Brand

First Independent had been family-owned for nearly 100 years, during which time the bank’s solid track record helped it forge deep roots in its southwest Washington communities. That was the good news…

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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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