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

Unbanking

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

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