Article Archive: Branding

Bromides and Dead Icons Won’t Fix UBS Brand

Subscribe to The Financial Brand via email for FREE!In 2008, private banking giant UBS (formerly Union Bank of Switzerland), like pretty much every other bank on earth, was slammed by the subprime meltdown. But that year, the bank also became the subject of an embarrassing and unusually painful IRS tax probe. The bank was accused. Read More


Subscribe to The Financial Brand via email for FREE!What is “unbanking?” It’s a marketing term created by various credit unions (and perhaps some banks) for use in ads, brochures and other creative materials. Some use “unbanking” as a conceptual platform and wrap all their brand messages around it, while others use it to make a. Read More

Got a Question? Ask Bill

Subscribe to The Financial Brand via email for FREE! 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 — even the tough ones — to show that South Valley is a bank of. Read More

Big Banks Roll Out 14 Promises in ‘Customer Charter’

Subscribe to The Financial Brand via email for FREE!“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 Bank of Scotland and sister bank NatWest launched what the pair of financial institutions call. Read More

Making Banking Easy Isn’t Easy

Subscribe to The Financial Brand via email for FREE!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 a million things we’d rather be doing. People detest banking because it’s rife with complex. Read More

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 Heritage to Start Rebuilding Its Brand” assert a populist, pitchfork presumption that BofA’s brand is in the doghouse. Is this fair? What is. Read More

Guest Column: BHAG Branding

Subscribe to The Financial Brand via email for FREE!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, and it stands for “Big, Hairy, Audacious Goal.” BHAGs should push you way outside your. Read More

Citizens Brand: ‘Good Banking Is Good Citizenship’

Subscribe to The Financial Brand via email for FREE! 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 as its primary brand platform, starting with an ad blitz Citizens describes as its. Read More

Kiwibank Brand Fights Back Big Aussie Banks

Subscribe to The Financial Brand via email for FREE!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. In only eight years, Kiwibank has grown to over $10 billion in assets, 700,000 customers. Read More