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Article Image: HSBC Takes Over a NYC Park With Its ‘Soapbox’

HSBC Takes Over a NYC Park With Its ‘Soapbox’

Last October, HSBC debuted its “Different Values” campaign in a bold series of print ads — 17 in total — in New York magazine. The launch was an unprecedented media deal for both the publisher and the bank. Now HSBC is moving into what it calls “phase two” of its U.S. branding effort. Earlier this […]

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Article Image: 3 Tales of Twitter Success

3 Tales of Twitter Success

An increasing number of frustrated financial consumer are finding out that Twitter can work as a service “express lane.” As the following stories show, more and more people are expressing their displeasure with various companies — including financial institutions (or rather, particularly financial institutions). Banks and credit unions alike seem to be listening. Those financial […]

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Article Image: Women vs. Men: Two Different Perspectives on Money

Women vs. Men: Two Different Perspectives on Money

A study by Financial Finesse shows stark differences in the ways men and women feel about money. The firm analyzed more than 3,000 responses to an online financial planning questionnaire, revealing trends regarding spending, saving and investing. Key Question: Does the apparent confidence men feel in their finances align with their behavior? Or perhaps are […]

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Article Image: BofA Feels Bullish With New Ads

BofA Feels Bullish With New Ads

Normally when a company like BofA makes a big acquisition, it’s eager to tout the triumph in a big ad campaign. Not the case with its acquisitions of Countrywide and Merrill Lynch. This was different. BofA had gobbled up gigantic servings of leftovers from the subprime financial feast, and, despite doing so at fire sale […]

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Article Image: Fifth Third: Major Hispanic Marketing Campaign in 2009

Fifth Third: Major Hispanic Marketing Campaign in 2009

“The Hispanic market is a key growth segment for Fifth Third Bank.” — Larry Magnesen Fifth Third SVP/CMO Fifth Third has undertaken a full-scale campaign targeting a key strategic segment to the bank: Hispanics. The campaign, entitled “Las cosas que hacemos por los suenos,” (“The things we do for dreams”) plays with different takes on […]

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Article Image: Credit Union Sues Bank Over Trademarked Scarlet Letter

Credit Union Sues Bank Over Trademarked Scarlet Letter

Trademarked red ‘M’ triggers lawsuit Two Pennsylvania financial institutions will square off in court over who can — and can’t — use a big, red “M” in their logo. In a court filing, Members 1st FCU is accusing Metro Bank of trademark infringement over its use of an “M” monogram that the two companies currently […]

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Article Image: BofA Has 6 (Six!) Brand Heritage Museums

BofA Has 6 (Six!) Brand Heritage Museums

BofA calls them Heritage Centers, including San Francisco, Charlotte, Boston, Los Angeles and Wilmington. A BofA facility in each these five cities is home to a gorgeous, professionally-produced “interactive museum.” The first one opened in Charlotte in January, 2006. The bank says it created its Heritage Centers so people could “experience our story firsthand through […]

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Article Image: The ‘Colorful Solutions’ of Norway Business Banking

The ‘Colorful Solutions’ of Norway Business Banking

Norway Savings Bank has created a series of “colorful” broadcast and print advertising targeted at Norway’s small business customer base. The ad campaign includes six television and corresponding six print ads with a platform of “Colorful Solutions.” “Each small business chosen to be profiled was represented as a different color in the colorful solutions concept,” […]

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Article Image: Is ‘Common Bond’ Part of Your Brand?

Is ‘Common Bond’ Part of Your Brand?

Credit unions, as not-for-profit organizations, are required to limit their membership in order to qualify for their untaxed status. Historically, this helped create a “common bond” between credit unions and their members. But is this why people join a credit union — for the sense of belonging and togetherness? The credit union industry doesn’t reference […]

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Article Image: What’s the Return on Branding?

What’s the Return on Branding?

A number of financial institutions ask, “What’s the ROI on branding?” It’s often the bean counters who ask this question. They want to see a “demonstrable rate of return” before making any investment. Certainly it’s a rational and reasonable perspective. But it’s essentially the same thing as asking this question: Just because you can’t generate […]

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Article Image: HSBC ‘Different Points of Value’

HSBC ‘Different Points of Value’

HSBC has been positioning itself as the “worldwide local bank” for a while now. They are a bank that takes pride in understanding the subtleties of cultural differences. Last year, they introduced a thought-provoking ad campaign illustrating how there are multiple perspectives on any given subject. HSBC tagged the campaign with a special URL, yourpointofview.com. […]

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Article Image: Time Capsule: ‘Bank of the Future’ From 1973

Time Capsule: ‘Bank of the Future’ From 1973

For as modern and progressive as the vision for this project was, it’s interesting that they didn’t foresee the advent of TV merchandising. These days, that text-cluttered sign would be on a gorgeous, vertically-mounted plasma screen. Check out the silver, spacey boots and matching uniform on the “Banker of the Future.” It’s fresh off the […]

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Article Image: Inside-Out vs. Outside-In

Inside-Out vs. Outside-In

Here are two different approaches to building a brand strategy. 1) INSIDE-OUT You pick your own brand direction. You take a stand, confidently go out to the world and declare, “This is what we stand for and the way we are going.” A combination of gut instincts and sheer courage is enough to create the […]

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Article Image: Caja Navarra: Pioneers in Civic Banking

Caja Navarra: Pioneers in Civic Banking

In northern Spain, there’s a bank that really gets branding. It’s called Caja Navarra, or CAN for short, and they could show community banks in the United States a thing or two about what’s really possible with “community banking.” They didn’t just slap a bunch of generic principles together and call it a brand strategy. […]

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Article Image: Creative Showcase: Tongue Papercuts, Money Lovin’

Creative Showcase: Tongue Papercuts, Money Lovin’

BofA Online Banking Billboards These aren’t recent, but they are great. Bontrust – “Increase in Currency (Money Love)” “Mommy, where do little dollar bills come from?” Abe Lincoln stars as the philanderer and the Queen is a slut in this video for a German finance company. Warning: Origami dollar bills engage in some serious hardcore […]

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Article Image: Fun, Summery Loan Promo and Scooter Giveaway

Fun, Summery Loan Promo and Scooter Giveaway

In TFCU’s summer promotion, Get Going, the credit union is giving away a pair of Buddy Scooters (with helmets), and each of its 21 branches will award someone a $100 gas card. The campaign is built around a push on toy loans, including auto, boat, RV and motorcycle loans. One really interesting aspect of this […]

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Article Image: 2009 Strategic Brand Challenges Survey

2009 Strategic Brand Challenges Survey

Earlier this month, The Financial Brand conducted the “2009 Strategic Brand Challenges Survey for Financial Institutions.” The findings? Retail banks and credit unions are — not surprisingly — worried about a tough economy, and will be concentrating their energies online to retain, attract and acquire relationships over the next three years. The biggest concern for […]

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Article Image: Passion Papaya Smoothies and 3-Month CDs

Passion Papaya Smoothies and 3-Month CDs

“We want people to come in, hang out, and meet with their friends and clients.” — Reliant Bank Reliant Bank has blended a smoothie shop into one of its branches. The bank has put a Maui Wowi franchise inside its Lennox branch, where you can now get tropical fruit smoothies, exotic Kona coffee, muffins and […]

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Article Image: Advanta Forces Avanta to Become ‘Altana’

Advanta Forces Avanta to Become ‘Altana’

Bank trademark trumps credit union The erstwhile Laurel Federal Credit Union is being forced to spend more than $80,000 changing names — again — five years after becoming Avanta FCU. Last year, Advanta Bank in Utah, enforced its federally-registered trademark on the word “Advanta” by giving the Montana-based credit union one year to change names […]

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Article Image: Creative Showcase: Ally TV, Loans Gone Wild

Creative Showcase: Ally TV, Loans Gone Wild

Ally Bank The Financial Brand already wrote about GMAC rebranding its bank as Ally, But dang, these TV ads are funny. You’ll want to watch them more than once: “Pony,” “Truck.” Neches FCU – “Loans Gone Wild” “Show me your rates!” After 48 hours, here are the promo’s stats: almost $140K loans requested, 142 entries […]

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Article Image: ‘Fair Fees,’ Brought to You by ING DIRECT

‘Fair Fees,’ Brought to You by ING DIRECT

The fairfees.ca microsite has a petition signed by as many as 6,000 Canadians. ING Direct is trying to ignite a populist revolution in Canada over big bank fees. The project, built around a microsite at www.fairfees.ca, is something the online bank describes as “an active and growing community dedicated to challenging and improving the fairness […]

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Article Image: USAA Defines What It Isn’t in Massive Ad Campaign

USAA Defines What It Isn’t in Massive Ad Campaign

Usually known for its understated and reserved approach to marketing, USAA is going on the attack in its latest ad campaign, reportedly the largest ever for the member-based financial organization. The campaign is built around the what USAA isn’t and what it didn’t do: no bailouts, no greedy Wall Street bankers, etc. “They charged you […]

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Article Image: Credit Union Picks ‘Aventa’ as New Moniker

Credit Union Picks ‘Aventa’ as New Moniker

Colorado Springs Credit Union has changed names and become Aventa. The credit union Nearly 40% of the credit union’s membership no longer lives in Colorado Springs, so it was time for another new name, credit union officials said. The board of directors wanted a name that would be “inclusive and welcoming to the people and […]

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Article Image: Two Squirrels Go Nuts for First Tech Credit Union

Two Squirrels Go Nuts for First Tech Credit Union

“Chuck & Leroy” Meet Chuck and Leroy, two squirrels going nuts for First Tech Credit Union in a new brand advertising campaign called First Tech Fans. The credit union worked up quite a backstory on their two little spokesquirrels. Chuck is a Western Gray Squirrel who enjoys making smart financial decisions. That’s why he he’s […]

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Article Image: Twitter Is White Hot in the Financial Industry

Twitter Is White Hot in the Financial Industry

“Twitter is very hot right now. There’s been a major uptake in activity.” — James McGovern, Corporate Insight Twitter is ablaze in the financial industry right now. The popular Web 2.0 tool is spreading like wildfire among financial institutions, which has attracted a lot of attention in the media, including CNBC and USA Today. For […]

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Article Image: Three Years’ Results in Two Days

Three Years’ Results in Two Days

How does $35 million in deposits and 800 new members sound? That’s what Advantis Credit Union just did… in two days. A recent grand opening sales event helped fuel one of the best first quarters ever for Advantis, with membership swelling by more than 4,000 in just the first three months of 2009 — impressive […]

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