Branding Archive

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,…

More

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…

More

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.…

More

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…

More

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…

More

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…

More

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.

More

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…

More

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…

More

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…

More

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…

More

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…

More

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…

More

axion-banner-concert-poster

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…

More

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…

More

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…

More

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…

More

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…

More

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…

More

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…

More