Branding Archive

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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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"…

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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…

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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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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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