Branding

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

Why It All Starts (And Stops) With Consistency

Subscribe to The Financial Brand via email for FREE!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 consistency, they usually mean staff doing things the same way and following procedures. Both are. Read More

5 Truths About Rebranding (What I Learned)

Subscribe to The Financial Brand via email for FREE!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 unique about their organization and create chemistry with consumers. Kelley is a regular contributor to. Read More

A Doodad Logo and an iDude Mascot

Subscribe to The Financial Brand via email for FREE!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 what is unique about their organization and create chemistry with consumers. Kelley is a regular. Read More

Brandspeak: A Glossary of Branding Terms

Subscribe to The Financial Brand via email for FREE!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 financial industry, WaMu is a good example. Acronyms are commonly confused with “Initialisms.” Brand The. Read More

ANZ Promises It Isn’t Rude and Cranky

Subscribe to The Financial Brand via email for FREE!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 starring in a pair of parodies that demonize the bank’s competition. ANZ, the largest bank. Read More

The Power of What Your Brand Isn’t

Subscribe to The Financial Brand via email for FREE!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 worry. Here’s an easy way to get started. Make a list of all the things. Read More

Kansas Credit Union Says ‘We’re Not Wall Street’

Subscribe to The Financial Brand via email for FREE! 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 with the sensible Midwest values of folks living around Kansas City, where the credit. Read 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 smart for investing so much time, money and energy into building his family of brands. In fact, Interbrand reports Polo Ralph Lauren is. Read More

Big Bank Brands, Big Consumer Contradictions

Subscribe to The Financial Brand via email for FREE!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 brand values rise in 2009 Brand Finance, a independent brand valuation consultancy, says that the. Read More

ANZ’s ‘Uncomplicated’ Brand Strategy

Subscribe to The Financial Brand via email for FREE!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 last April. But when the bank debuted its new identity on its home turf later. Read More

Can Credit Unions Afford a National Campaign?

Subscribe to The Financial Brand via email for FREE!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 what such a campaign should say. And a few even question the very need for. Read More

GEICO’s Crazy Ad Strategy Breaks the Rules

“People can now accept more complex brands with multiple, distinct narratives highlighting various aspects of the brand.” — The Martin Agency, about its GEICO ads GEICO uses more branded characters at one time than probably any other company in the history of marketing. Turn on the TV tonight and you could see an ad starring. Read More

Westpac Resurrecting Dead Brand for Online Direct Arm?

Subscribe to The Financial Brand via email for FREE!Australian bank Westpac is considering reviving the Bank of Melbourne brand it retired years ago following an acquisition. Westpac is reportedly planning to relaunch the Bank of Melbourne as on online internet direct bank. “The idea is to use the Bank of Melbourne as an online deposit. Read More

The Ad Ally Would Run If It Was Really Honest

Subscribe to The Financial Brand via email for FREE!When Ally Bank was borne from the ashes of GMAC earlier this year, the bank’s CMO told us that “talking straight” is one of the three principles at the heart of the Ally brand. Well then, in light of Ally’s recent $3.8 billion infusion from the U.S.. Read More

Commerzbank Blends Brands Following Merger

Subscribe to The Financial Brand via email for FREE! “A strong company needs a strong brand.” — Commerzbank When the third-largest bank in Germany merged with the second-largest, it left a big question: What to do about the brands? Easy. Pair the logo from one with the name and color of the other, and…whammy! You. Read More

Four Things Your Brand Must Be

Four principles serve as the underpinning for every great brand: differentiation, relevancy, credibility and irreproducibility. If your brand doesn't meet these four criteria, you've still got some work to. Read More

Virgin Should Shock Just About Everyone

Subscribe to The Financial Brand via email for FREE!Some may question Sir Richard Branson’s timing. Why would he launch a bank now? Well, for starters, Branson is exceptionally good with money. Who better to run a bank than a guy who makes money almost faster than it can be printed? But there’s a more serious. Read More