Here’s a companion to The Financial Brand’s compilation, The Biggest List of Financial Slogans Ever.

Let’s take a look at the types of financial slogans out there, and four myths people commonly apply when picking a financial slogan.

Myth #1: Great slogans have to be short.

Reality: While having a short slogan can aid memorability, the majority of financial slogans are 4- or 5-words long.

The most important factor defining a slogan’s greatness seems to be its underlying concept. Does it tell a story? Sometimes, the story you may want to tell will take more than four or five words.

• “There’s some things money can’t buy. For everything else, there’s Mastercard.”

Myth #2: One type of tagline is better than another.

Reality: There are four things a great slogan should be — unique, relevant, credible and memorable. Other than that, there are no rules.

Unfortunately, many slogans fail one or more of these criteria. Some because they use vapid or common terms. Some have a message that doesn’t mean much. And others fail the credibility test because the brand doesn’t live up to the slogan’s promise.

Check out NationalCity. They are a good example of a financial institution delivering on its slogan, “Banking Made Simple.”

For the thousands upon thousands of taglines that have been- and are being used in the financial industry, they all fall into one of a few basic categories:

1. Extend a promise. U.S. Bank. – “Five Star Service Guaranteed”
2. Convey a benefit. American Express – “Do more.”
3. Amplify a difference. AIG – “We know money.”
4. Acknowledge a truth. Abbey National Bank – “Because life’s complicated enough.”
5. Express character or personality. Merrill Lynch – “Be bullish.”
6. Reflect values or focus. First Citizens Bank – “We value relationships.”
7. Three. Word. Tagline. Standard Bank – “Simpler. Better. Faster.”
8. Serve as a rallying cry. WaMu – “Whoo hoo!”
9. Ask a question? Capital One – “What’s in your wallet?”

Many of the most effective slogans share one trait in particular: They have been used consistently for many years.

Myth #3: Financial slogans need to sound financial.

Reality: “Sounding financial” is a surefire way to blend in.

Here is a visual map of the most common words used in financial slogans:

This visual map was created from the slogans listed in The Biggest List of Financial Slogans Ever. The words that occur most commonly are relatively larger in scale. The most common words are bank, money, people, make, banking, better, life, together, tomorrow, ideas, know, first, get, just, financial, things, etc.

You can almost mashup any two or three words in the cluster and you’re well on your way to making a slogan that sounds financial.

Myth #4: You must have a slogan.

Reality: No you don’t.

Slogans, taglines, mantras, catchphrases, positioning statements, rallying cries. Call them what you will, but countless financial institutions have them. Banks, credit unions, insurers and credit card companies — all of them vying for a small piece of consumers’ minds with a (hopefully) pithy piece of language.

Here is the largest collection of financial slogans you’ll find anywhere. Interesting and noteworthy slogans have been highlighted. This list includes both past and present slogans.

[Editor: All slogans are ™ or ® by their respective owners. This compilation is © 2008 by The Financial Brand. See also, The Comprehensive Guide to Financial Slogans.]

• Abbey National Bank – Because life’s complicated enough.
• Abbey National Bank – Get the Abbey habit.
• Abbey National Bank – Investments with Abbey endings.
• Abbey National Bank – More ideas for your money.
• Abbey National Bank – Turning banking on its head.
• ABN AMRO Bank – Making more possible.
• Absa Bank – Today. Tomorrow. Together. « ARTICLE »
• Achieva Credit Union – Dream it. Achieve it.
• Addison Avenue FCU – We listen. You prosper.
• Afena Credit Union – We’re already there.
• AIG – We know money.
• AIG – The strength to be there.
• Air Force FCU – A higher financial altitude.
• Al Hilal Bank – It’s all about you.
• Alliance & Leicester – Now that’s a real plus!
• Allianz – Insurance solutions from A to Z.
• Allianz – The Power on Your Side
• Ally Bank – Straightforward. « ARTICLE »
• Alipine Bank – A bank you actually like.
• Allstate – You’re in Good Hands
• AltaOne FCU – Reach new heights.
• Amcore Bank – Making It Easy for You
• American Eagle FCU – The right way to go.
• American Express – My life. My card.
• American Express – Do more.
• American Express – Don’t leave home without it.
• American Express – OPEN
• American State Bank – Banking for you.
• Amica – We keep our promises to you.
• Amplify FCU – Bank less. Live more.
• AmSouth Bank – The relationship people.
• Anchor Bank – Banking beyond the ordinary.
• Apple Bank – We’re good for you.
• Arizona State Credit Union – One State of Mind.
• Aviva – Taking care of what’s important.
• Aviva – Forward Thinking
• Astoria Federal Savings – Putting people first.
• ANZ – The better we know you, the more we can do.
• B Pay – Easy as can B
• Bank2 – Twice the Bank
• Bank of America – Bank of Opportunity
• Bank of America – Embracing Ingenuity
• Bank of America – Higher Standards
• Bank of New Zealand – Bank Smarter
• Bank of the Philippines – We’ll take you farther.
• Bank of Westport – Get the attention you deserve.
• Bank of the Southwest Credit Union – True to you.
• Bank of the West – Getting Bigger by Acting Smaller
• BankWest – Happy Banking « ARTICLE »
• BankUnited – It’s a local thing.
• Barclays – Now there’s a thought.
• Barclays – Fluent in finance.
• Bancorp South – Right where you are.
• Bay Fed Credit Union – A richer journey.
• Beacon Credit Union – Guiding the Way
• BECU – More than just money.
• Beneficial Bank – Starting now
• BB&T – There’s opportunity here.
• BNP Pariba – The bank for a changing world.
• BNZ – Better off.
• Bridgewater Credit Union – Where membership matters.
• Bridgeway FCU – Spanning life.
• Capital One – What’s in your wallet?
• Capitol Federal – True Blue for over 110 years
• Central Star Credit Union – Shining Solutions
• Charles River Bank – smooth banking ahead
• Chase – What matters most. « ARTICLE »
• Chase – Your Choice Your Chase
• Charter Oak Credit Union – Relationships beyond banking
• CIBC – For what matters.
• Citi – Let’s get it done.
• Citi – Live Richly
• Citi – Never Sleeps. « ARTICLE »
• Citizens Bank (a) – Not your typical bank.
• Citizens Bank (b) – Bank Your Own Way
• Citizens Republic – Let’s make it happen.
• City National – The way up.
• CoastHills FCU – Bank among friends.
  
• Colonial Bank – You’ll like it here.
• Commerce Bank – Ask. Listen. Solve.
• Companion Credit Union – We’re listening…
• Compass Bank – Just a little better.
• CommSec – Better together. « ARTICLE »
• Commerzbank – Ideas ahead.
• Community Bank of Pleasant Hill – Where Your Future Shines!
• Community Credit Union of Florida – Clearer. Smarter. Brighter. Better.
• Community Resource Credit Union – Your better choice.
• Continental Savings Bank – Money. Wise.
• Copperfin Credit Union – Enjoy life’s possibilities. « ARTICLE »
• County Bank – Times are tough. « ARTICLE »
• Credit Union of Southern California – Committed to Worldclass Service
• Darby Bank – A refreshing change in banking.
• Deepwater Industries FCU – Your financial anchor.
  
• Deutsche Bank – A passion to perform.
• Discover Card – It pays to Discover.
• Discover Card – Brighter.
• Downey Savings – The Friendlier, Easier Place to Bank
• e Federal Credit Union – Envision More!
• EastWest Bank – Your Financial Bridge
• Eclipse Bank – A fresh way to bank.
• Edward Jones – Making Sense of Investing
• Egg – Let’s sort money out.
• El Banco Deuno – The new bank for the new Mexico
• Elevations Credit Union – Your partner to new heights
• EvergreenBank – Where you know your banker and your banker knows you.
• Fairless Credit Union – Exceeding Your Expectations Everyday.
• FedChoice FCU – Altogether Better
• Fidelity Investments – Smart move.
  
• Fifth Third Bank – The things we do for dreams.
• Fifth Third Bank – The only bank you’ll ever need
• FirstBank – Stability Strength Safety
• First Banking Center – Hometown banking at its best.
• First Citizens Bank – We value relationships.
• First Citizens – We’re on it.
• First Credit Union – Feel Valued – Be Rewarded
• First Federal – You’re First
• First Horizon – All Things Financial
• First Market Bank – Bank Smart. Bank Happy.
• First National Bank – One with You.
• First Tech Credit Union : think forward
• First Tennessee – Powering your dreams
• Fitzsimons Credit Union – It Fits You
• Flagler Bank – That’s the Flagler edge!
• Flagstar Bank – The new wave in banking. « ARTICLE »
• Florida Commerce Credit Union – Committed to You!
• Fortis – Solid partners. Flexible solutions.
• Frost Bank – We’re from here. « ARTICLE »
• GEICO – So easy a caveman can do it.
• Goldman Sachs – Our client’s interest always comes first.
• GTE Federal Credit Union – Let’s get going.
• Grow Financial FCU – More in Return.
• Hampden Bank – A Brighter Idea.
• Hancock Bank – Follow the Light.
• Harbor Credit Union – All you need is us.
• Harris Bank – WE’RE HERE TO HELP.
• HSBC – The world’s local bank. « ARTICLE »
• Huntington – A bank invested in people.
• Hudson City Savings Bank – Bank on Better Values
• Hyperion Bank – Experience Banking in HyperDrive
• Industrial Credit Union – It pays to be a member.
• IndyMac – Raise your expectations
• IBC Bank – We Do More
• ING Direct – Save Your Money
• Interra Credit Union – Times change. Values don’t.
• Intrust Bank – Yes you can
• iQ Credit Union – Financial intelligence pays off.
• John Hancock – The future is yours.
• Johnson Bank – We’ll treat you like family.
• JP Morgan Chase – The right relationship is everything.
• KeyBank – The solution is Key.
• KeyPoint Credit Union – Get more. That’s the point.
• KeyPoint Credit Union – Build Your Net Worth.
• Kiwi Bank – It’s ours
• LA Firemen’s Credit Union – Yeah, we get it.
• Lakeland Bank – INTERESTED INVESTED INVOLVED in you!
• Legacy Credit Union – A legacy of service.
• Legacy Community FCU – Where you should be.
• Lehman Brothers – Where Vision Gets Built
• Lincoln Financial Group – Hello future.
• Lloyds TSB – For the journey
• Lockheed FCU – A more rewarding relationship.
• Mazuma Credit Union – We’re all about you.
• Meridian Trust FCU – Today. Tomorrow. For a lifetime.
• Merrill Lynch – Total Merrill
• Merrill Lynch – We see your financial life in total.
• Merrill Lynch – Be Bullish
• Metro Bank – Moving You Forward
• M&I Bank – Banking the way it was meant to be.
• M&T Bank – Understanding what’s important
• Macquarie Bank – Forward thinking.
• Mastercard – There are some things money can’t buy. For everything else, there’s Mastercard.
• Mastercard – Priceless.
• MB – My bank.
• Mellon Financial – The Difference is Measurable
• Metlife – Have You Met Life Today?
• Metlife – For the if in life.
• Metlife – Get Met. It pays.
  
• Midland Bank – The listening bank.
• MilePost Credit Union – Your goals. Your path. « ARTICLE »
• Mission FCU – Banking smarter. That’s your mission.
• Mountain High FCU – Our Highest Interest is you!
• Morgan Stanley – One client at a time.
• Morgan Stanley – World Wise
• Mutual Bank – Go ahead…live a better life!
• NAB – A little word for a big life.
• National City – Banking Made Simple
• National City – It’s not just banking. It’s National City.
• Nationwide – Nationwide is on your side.
• Natwest Bank – Another way.
• Natwest Bank – To save and invest, talk to Natwest.
• Navigant Credit Union – Enjoy life’s journey.
• New York Life – The company you keep.
• NewAlliance – Capital ideas. Human values.
• Norwich Union – Ready for tomorrow? Make sense of it all with Norwich Union.
• Norwich Union – Let us quote you happy.
• Norwich Union – Together we’re stronger.
• Northwest Savings Bank – Where People Make the Difference
• Northern Trust – What really matters.
• Numerica Credit Union – Hometown banking. Real value.
• Numerica Credit Union – We might just be what you need.
• O Bee Credit Union – Refreshingly Familiar.
• OnPoint Credit Union – Real. Smart. Value.
• Pentagon FCU – Superior Rates. Proven Service.
• Pacific Life – The power to help you succeed.
• Planters Bank – All About You!
• Plus4 Credit Union – Count on it.
• PNC Bank – Leading the way. « ARTICLE »
• Point Loma Credit Union – Guiding you to your future.
• Power Financial Credit Union – Great rates. Smart banking.
• Provident Bank (NY) – Connecting People with Opportunities
• Provident Bank (DC) – Just the right size for you.
• Prudential – Get a Piece of the Rock
• Prudential – Strength of Gibraltar
• Prudential – Growing and Protecting Your Wealth
• RBC – Let’s do something giant. « ARTICLE »
• RBC Insurance – First for you.
• Red Canoe Credit Union – Your dreams. Our passion.
• Red Crown Credit Union – It’s not just service. It’s personal.
• Regions Bank – It’s time to expect more.
• Rivermark Credit Union – Banking unbound.
• Royal Bank of Canada – The helpful bank.
• Regions Bank – It’s time to expect more.
• Royal Bank of Scotalnd – Where people matter.
• Royal Bank of Scotland – Make it happen.
• SAC Federal Credit Union – Better Banking.
• Schwab – Talk to Chuck.
• Scottrade – More broker for your money.
• Scotiabank – Life. Money. Balance both.
• Scotiabank – You’re richer than you think.
• Security Bank – Managing Together, For Tomorrow
• Service 1st Credit Union – Friends you can bank on.
• Sharebuilder – Investing made easy.
• Sharonview FCU – With us…it’s personal.
• ShoreBank – Let’s change the world.
• Skyebank – Expanding your world.
• Southern Missouri Bank – The Southern Hospitality Bank
• SouthTrust Bank – You’re not just another customer. We’re not just another bank.
• Sovereign Bank – America’s Neighborhood Bank
• Standard Bank – Simpler. Better. Faster.
• Standard Bank – Inspired. Motivated. Involved.
• Star Financial Bank – The Perfect Fit.
• State Farm – Like a good neighbor, State Farm is there.
• Sterling Savings Bank – The Perfect Fit Bank.
• Sterling Savings Bank – Now More Than Ever.
• SunTrust – How can we help you?
• SunTrust – Seeing Beyond Money
• SunTrust – Live Solid. Bank Solid.
• Susquehanna – A smarter way to money.
• Sydney Credit Union – More generous banking.
• T. Rowe Price – Invest with confidence.
• Taleris Credit Union – Value. Service. Excellence.
• TD Bank – America’s Most Convenient Bank « ARTICLE »
• TD Canada Trust – Banking can be this comfortable.
• TD Waterhouse – Wealth of Experience
• Thrivent – Let’s thrive.
• TIAA CREF – Financial Services for the Greater Good
• Toronto Dominion – The Bank Where People Make the Difference
• Transamerica – The power of the pyramid.
• TruGrocer Credit Union – Just for you.
• Trustmark – People you trust. Advice that works.
• TruWest Credit Union – Going your way.
• TSB Bank – You first.
• UMB – Count on more.
• UBS – You & us. UBS.
• U.S. Bank. – Five Star Service Guaranteed
• U.S. Bank – Yes, the future looks brighter with US
• U.S. First Credit Union – NOT A BANK
• UBS – Here today. Here tomorrow.
• Union Bank of California – Invest in you
• Union Planters Bank – SOLUTION: Union Planters Bank.
• United FCU – We’ll get you there.
• USA Federal Credit Union – 180° from banking.
• USA Federal Credit Union – Get there. Start here.
  
• USAA – We know what it means to serve.”
• Utah First Credit Union – Help you can bank on.
• Utah First Credit Union – Different by design.
• Vancity – We All Profit
• Vanguard – Investment costs count
• Vantus Bank – It’s that simple.
• Via Credit Union – Success takes direction.
• Visa – It’s everywhere you want to be.
• Visa – Life takes Visa.
• Visterra Credit Union – Truly you.
• Wachovia – Uncommon Wisdom
• WaMu – Whoo hoo! « ARTICLE »
• Washington Mutual – More human interest.
• Washington Mutual – The friend of the family.
• Watermark Credit Union – You can count on us.
• WaterStone Bank – It’s all here for you. « ARTICLE »
• Webster Bank – We Find a Way
• Wells Fargo – The next stage.
• West Bank – Decidedly Different.
• Whitney – It takes a Whitney Banker.Xceed FCU – At work for you. « ARTICLE »
• Woodstone Credit Union – Where relationships mean more.
• Workers’ Credit Union – Doing what’s right…for you.
• Zions Bank – We haven’t forgotten who keeps us in business.
• Zurich – Because Change HappenZ

If you have a slogan you’d like to see added to the list, either post it in the comments below or contact The Financial Brand. Note: All taglines must be verifiable for inclusion. We’ll try to get everyone’s submissions in, but there’s no guarantee.

[Editor: This list took a significant investment of time to compile. If you’d like to reprint it,

A research company studied brands in 75 different categories to measure the degree of differentiation among competing companies. Banks were among the companies studied.

Guess what? Banks are viewed as having zero differentiation. The good news is that banks weren’t the only undifferentiated category:

“Banks, motor oil and 20 other categories – nearly a third of all the categories examined – did not have any differentiated brands. The products and services were ‘known,’ but not known for anything in particular.”

For some reason, soap manufacturers have figured out something most financial institutions haven’t. The study found that 100% of soap brands differentiated themselves.

It makes sense. Look at the six brands of soap to the right. All six are distinct. Most people could probably articulate something different about each of them even if they don’t personally use those particular brands.

• Dial works longer.
• Lava is for tough guys with dirty hands.
• Dove is smoother, and for women.
• Zest opens your eyes.
• Neutrogena is pure, simple and clean.
• Irish Spring leaves you “Fresh and clean as a whistle.”

One reader of the study blames hollow bank slogans and endless mergers for the lack of differentiation among providers of financial services:

“Take the category of banks. They produce one meaningless slogan after another. ‘Where money lives,’ ‘Embracing ingenuity,’ ‘The clean Swiss bank,’ ‘Here today. Here tomorrow.’ Slogans like these and endless mergers have commoditized the category.”

Add to this the many similar-sounding names endemic to banks and credit unions — 1st, First, One, Community, etc. — and you’ve got another major contributor to financial “blanding.”

Bottom Line:

• If you don’t clearly stand for something — anything! — consumers will think you stand for nothing. This is a recurring theme in financial services.
• Failing to create meaningful differences forces people to define you by their own criteria — usually quantifiable things like rates, fees and the number of your branch/ATM locations.
• You absolutely must distinguish and differentiate your financial institution from the countless bland options that already exist or risk reduction to a simple commodity.

Key Questions: Can your organization succinctly articulate a clear, unique and meaningful brand promise or position? Do key stakeholders in your organization agree on this brand position?

Reality Check: Is there anyone else in your industry who could credibly make your Brand Promise? (Hint: If you said anything about “friendly, personal service,” or something like being “the best provider of financial solutions,” the answer is most definitely “yes.”)

Note: The original study is available offline from Brand Keys.

Citi recently unveiled a new brand campaign bearing the firm’s old slogan “Citi Never Sleeps.” The original version of the slogan, “The Citi Never Sleeps,” was first used by the firm 30 years ago.

According to the NY Times, Citi’s marketing department thought about resurrecting the old slogan as early as last year, but passed because when then-CEO Charles Prince said he wanted “something fresh and focused on the theme of financial partnership.”

Citi ended up choosing “Let’s Get It Done” instead, which seems to capture what Prince was after. But some people felt the selection was just a little too close to the popular catchphrase of redneck-sensation Larry the Cable Guy: “Git-R-Done!”

Then the mortgage crisis hit. That meant the end for both CEO Prince and his new tagline. They were both out. At least Prince made it 5 years. His tagline lasted fewer than 10 months.

$30 Million Doesn’t “Get It Done”
Of the $451 million Citi spent on brand advertising in 2007, $30 million went towards launching the “Let’s Get It Done” slogan — in just its first two months. Citi says it expects to spend another $20-30 million on their refreshed “Citi Never Sleeps” campaign.

Cost-cutting has been a big theme around Citi lately. So to save money on its new spot, Citi says it used leftover footage and music from a previous “Let’s Get It Done” TV ad. You have to wonder: What did Citi’s agency charged to dust off some footage and slap an old slogan on it?

It isn’t the first time a big brand has recycled its marketing. Sony did something similar earlier this year.

Citi’s launch spot for the “Never Sleeps” campaign shows random clips of business and societies from around the world. There’s no correlation between the script and video. Too bad. It would have been much more effective if the visuals had linked with the script in some way. Doing so would have evoked more feeling — a greater emotional reaction. Instead, the spot feels somewhat hypnotic — a “safe commercial” that is perfectly ignorable:

The script tries very hard to be earnest and sincere. Citi seems to be shooting for the feeling of a manifesto or a mantra, but it isn’t working. It’s just repetitive. “Never sleeps…never sleeps…never sleeps…” It’s even repetitive in another language. [Ed: You can read the whole script on page 2.]

Someone slapped a parody video together almost immediately.

Of course there’s a microsite attached to the campaign, but it isn’t anything more than a turnstile counting clicks. The experience isn’t engaging, and the site lacks any depth. Its only real function is to drive people to the websites of other Citibank business units.

The “Turning-Dreams-Into-Realities” device is a tired one in the financial industry, although Citi’s iconic red “umbrella” linking the two words is a nice touch.

Reality Check: Who visits a microsite for a Citibank slogan? Seriously.

Miscellaneous Musings:

• How much caffeine do you think it takes to keep a financial institution this size up all night?
• Losing only one night’s sleep can shut your brain completely off.

Last Wednesday was a big day for County Bank.

First, the bank unveiled a new ad campaign
with the tagline “Times are tough.”

Indeed times are tough…especially for the bank. Later that day, County Bank posted its first-ever loss — $4 million. That caused their share price to drop 64%, which was the biggest loss of any U.S. stock that day.

Coincidence?

Bank spokesman Thomas Smith says no, the campaign and the bank’s losses are unrelated. He said the campaign addresses people’s overall fears about a national recession, and is not connected with the bank’s condition.

Nevertheless, the ad campaign seems to be a reflection of the bank’s overall financial melancholy — whether it is intended or not. A year ago, County Bank’s stock traded at $26.55. By the end of last Wednesday, it was at $3.76.

You can hear the heavy sighs coming from County Bank’s HQ, starting with the soon-to-be-ex-CEO.

Reality Check: Times may be tough, but everyone knows it. Who needs another reminder?

“In the financial industry,
if you don’t grow, you go.”
– Tim Haegelin, CEO

San Antonio City Employees FCU had a name change in the works since 2006, but, in the words of Tim Haegelin, President/CEO, it became “an inevitability” following a community charter.

“It’s a matter of survival. We believe we’ve had such a very, very strong tradition and a strong legacy. We don’t want to merge, and we don’t want to go,” said Haegelin.

On its website, the credit union said the new name reflects “multiple generations of credit union members moving toward a sound financial future.”

About the new logo, Haegelin said, “Capital letters are very formal.” The credit union also had this to say about its new logo:

“The green and orange waves symbolize movement from one generation to the next, as traditions are passed on. Unique to other institutions in San Antonio, the green and orange make us stand out and say we’re not like the other banks in town. We’re here for you. The bright, fresh colors are native to the San Antonio landscape, showing our pride in being a part of this community.”

It took about a week for crews to change signs on the credit union’s six branches and 26 ATMs.

According to an article in The CU Times, the credit union’s new slogan will be “What’s next.”

The credit union becomes at least the fifth Generation credit union in the United States. The other four include:

• Generations Credit Union (also typeset with a lowercase ‘g’)
  
• Generations Credit Union
• Generations Community Credit Union
• Generations Family FCU

HSBC tries to position itself as a “globally local” bank in this minute-long TV spot about cultural differences.

After showcasing a couple things you shouldn’t do with your hands and feet in other countries, the ad concludes with the tagline, “The world’s local bank.”

You can read the spot’s entire script and storyboard by clicking here.