The underlying psychology of “Make Good Money” is that consumers can make a difference without it costing anything; it’s easier and cheaper than making a donation.  It’s a slogan that assumes a certain morality inherent in money — that there is “good” money and “bad” money.

The “Make Good Money” campaign uses all custom photos of real members and Vancity employees. Imagery is black-and-white to make the message feel more authentic and real — two words Vancity says lay at the foundation of Vancity’s brand personality.

The campaign eschews tired shots of tourist Vancouver, favoring documentary-style images of scenes that are familiar only to locals.

Map of Goodness

Vancity will be expanding this online interactive map with examples of how it puts people’s money to work in good ways. This is a brilliant component of the campaign, and something other community-based financial institutions should consider.

Not Just Lip Service

At the center of Vancity’s brand is the concept of ‘balanced prosperity,” a strategy driven by a “triple bottom line” of financial returns, social returns and environmental returns.

“The new brand theme establishes a connection between consumers banking and the good that Vancity does,” Seres adds. “It speaks to the impact people can have on their community simply through the financial decisions they make.”

Socially responsible banking is not a new concept to Vancity. For the better part of a decade, Vancity has steadily built its brand around a passionate belief in community reinvestment — using people’s money to do good things.

One of the first socially responsible products Vancity rolled out was its EnviroVISA card, where 5% profits go to an environmental fund chosen by cardholders. In 2004, they rolled out Bright Ideas Home Financing for energy efficient home renovations — a first in Canada. They have term deposits and mutual funds that invest in socially responsible companies. The Clean Air Auto Loan provides preferential rates to buyers of fuel-efficient cars. And Vancity’s Shared Success program returns 30% of overall profits back to members and the community. Since 1994, Vancity says it has invested over $194 million of its profits into communities through grants and various other programs.

While Vancity is technically a credit union (Canada’s largest, with 417,000 members and 59 branches), it is this elevated sense of social consciousness that makes them feel like an idyllic local banking cooperative — a place where people pool their financial resources to collectively make the world a better place.

Key Takeaway: Brands are built by what you do, not what you say or promise. There are many financial institutions out there claiming to be strong supporters of their communities, but often they don’t do much more than donate to a few charities.

“It’s nice to have integrity behind your claims,” adds Seres.

Vancity does more than just design do-good banking products. Back in 2005, Vancity committed to being carbon-neutral within five years. It took them only three, making them the first North American-based financial institution to achieve that goal.

In June 2007, Vancity released 45 branded bikes into the community to launch its Bike Share program. That same year, Vancity published its first carbon neutral annual report.

Vancity goes further. They target segments of the community often overlooked by financial marketers. For instance, they created a micro-credit toolkit for non-profits serving new immigrants. They have programs specifically for Canada’s aboriginal peoples. And Vancity’s support for the LGBT community is well documented. They even created a special subsite — vancitypride.com — built specifically for a gay audience (now inactive).

A Work in Progress

Before they found their footing with socially conscious banking, they were using slogans like “It’s Right Here” and “Expect Better.” It wasn’t until 2006 that Vancity started weaving messages about its “mutually beneficial banking” philosophy into marketing. That year, as themes of “Shared Success” first started to percolate, they rolled also out ChangeEverything.ca, a social media community that fostered social activism in local communities.

The new “Make Good Money” replaces “We All Profit,” a tagline Vancity had used in recent years to summarize its position. Similar to “We All Profit,” the new mantra joins the concept of banking and social goodness.

“It brings together the ‘me’ and ‘we,’” says Vancity’s Seres. “It links one’s personal finances with the collective good it accomplishes.”

But what Vancity really likes about the latest iteration of its catchphrase is its direct connection with one’s personal cash status.

“It really hits much harder on ‘money,’” Seres explains.

Internally, Vancity had been describing itself as “a good neighbor and a damn good banker.” But this statement frustrated Vancity’s leaders, who saw it as an inelegant mashup of two separate concepts.

“There was actually quite a bit of internal push against this statement because it reinforced where we were, not where we wanted to be,” recalls Seres.

“We have been desperately trying to take the ‘and’ out of that sentence because it reinforces that there are ‘two different things we do.’ Our new strategy aims to merge these concepts by eliminating the ‘and.’ That is, members make good money by putting money to good.”

“It’s an important nuance, one internal stakeholders are quite conscious of, most notably our CEO,” Seres stresses.

The Development Process

Through research conducted during the brand development process, Vancity discovered people already knew that Vancity was doing great things for the community. What consumers needed to know was that socially responsible banking wouldn’t require them to make financial sacrifices — that people could, in effect, “make good money” for themselves while doing nice things for others.

“Vancity has always rightly been recognized and loved for the contribution it makes to the well-being of its communities,” said Vancity’s agency partner Wasserman + Partners. “But what hasn’t been well understood is that they are equally committed to member wealth.”

Formal development on the new identity and slogan began in late 2010. A few months later, the concept and new Vancity look was nailed down.

And for Vancity, it is a different look indeed. Instead of the bright rainbow palette and geometric shapes Vancity used previously (shown here), the new design is more stark and serious.

“No large shoot, no video village and catering trucks,” explains Wasserman + Partners. “Instead a small team went out documentary style to capture Vancity members and communities where they live and work.”

To make sure staff were onboard with the rebranding, Seres says Vancity “spent a lot of energy getting ‘the inside’ onside.” They produced an internal video for its 2,397 employees featuring Vancity CEO Tamara Vrooman and a group of frontline staffers talking about how they live out the brand promise.

Seres says internal reaction across staff and management has been enthusiastic. “Everyone wants to put ‘Good Money’ into everything.”

Lights, Camera… Action!

Earlier in the year, Vancity began airing a one-minute brand spot and two 30-second product-focused TV commercials. All the people featured in the TV commercials are real Vancity members and staff.

“They get to the heart of our new Good Money brand platform, which connects the dots between the business our members do at Vancity and the work Vancity does to support the communities where we operate,” says William Azaroff, Vancity’s digital and community engagement director and the voiceover narrating the spots.

VANCITY – BRAND SPOT
A reflective and soothing 60-second spot weaving Vancity’s good deeds with one’s personal finances.

VANCITY – JUMPSTART SAVINGS & ENVIROVISA
About Vancity’s Jumpstart savings account and enviroVisa product.

VANCITY – RRSP
About Vancity’s RRSPs (a Canadian retirement product, short for Registered Retirement Savings Plan).

This article © 2012 by The Financial Brand and may not be reproduced.

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Many financial institutions use this common two word phrase as part of their tagline. It makes logical sense for a bank or credit union to use this phrase, “…For Life.” It has a nice double meaning. On the one hand, it means, “for everyday living.” On the other, it means, “forever.” Who doesn’t think that feels good?

The only problem is that for some people, “forever” is an awfully long time. “For life” can sound like a life sentence. At the very least, it’s a big commitment.

Key Takeaway: One of the hitches with marketing is that you can never be sure that the message you creatively encode will be decoded by your audience the way you want. Something to think about.

“It said LAFCU YOUR CREDIT UNION FOR LIFE. Something about it made me feel a little trapped and panicky… FOR LIFE… *shivers*”
– ConnieBonnie, blogger

“Your bank for life.”

– LCNB National Bank

“Your bank for life.”

– Western Springs National Bank & Trust

“Your bank for life.”

– Town & Country Bank

“For work. For home. For life.”

– Univest

“The bank you keep for life.”

– Newton Savings Bank

“Your partner for life.”

– Farmers & Merchants State Bank

“Your financial partner for life.”

– Georgia FCU

“Your credit union for life.”

– Quaker Oats Credit Union

“Your friend for life!”

– Parkside Credit Union

This article © 2012 by The Financial Brand and may not be reproduced.

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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.

This article © 2012 by The Financial Brand and may not be reproduced.

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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,

This article © 2012 by The Financial Brand and may not be reproduced.

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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. [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.

This article © 2012 by The Financial Brand and may not be reproduced.

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• Hello. I’m the New ASB

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?

This article © 2012 by The Financial Brand and may not be reproduced.

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“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

This article © 2012 by The Financial Brand and may not be reproduced.

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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.”

Some American management consultants
recommend having meetings standing up to save time.

Which wouldn’t suit this Japanese chairman,
who likes to take the time to
contemplate what is being discussed.

It’s fine to get some shuteye in Thailand,
but not like this. Showing the soles of your feet
is one of the rudest things you can do.

And this hand gesture in parts of Greece
would also be found appalling.

At HSBC, we never underestimate
the importance of local knowledge,
particularly when it comes to your money.
Because what we learn in one country
can directly benefit our customers in another.

HSBC. The world’s local bank.

This article © 2012 by The Financial Brand and may not be reproduced.

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