Article Archive: Branding

Is ‘Common Bond’ Part of Your Brand?

Subscribe to The Financial Brand via email for FREE!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. Read More

What’s the Return on Branding?

Subscribe to The Financial Brand via email for FREE!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. Read More

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, Read More

Inside-Out vs. Outside-In

Subscribe to The Financial Brand via email for FREE!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. Read More

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.. Read More

GMAC Launches Deposits-Only ‘Ally Bank’

Subscribe to The Financial Brand via email for FREE!Roughly six months after GMAC became a bank in order to receive TARP funds, the financial services firm has decided to christen its new banking division as Ally Bank. Ally will be an online-only “direct bank” serving the U.S. as the deposit-taking division of GMAC Financial Services.. Read More

The Post-WaMu Blues: Chase Has Lost ‘That Lovin’ Feeling’

By Freddy J. Nager Founder, Atomic Tango So my longtime bank, Washington Mutual (WaMu), recently got taken over by megabank Chase. ‘Twas a sad day for us WaMulians, because, for all its faults — and it had a few — WaMu was a friendly place to bank, with everything from chirpy messages on the ATMs. Read More

Q&A: An Interview About Branding in the Financial Industry

Subscribe to The Financial Brand via email for FREE!These are excerpts from an interview given by Jeffry Pilcher, publisher of The Financial Brand. While the interview specifically dealt with credit unions, there are plenty of insights and advice here relevant to any financial institution. Here is the full transcript of that interview: What are some. Read More

This Common Bank & Credit Union Tagline Equates to a “Life” Sentence

“Your partner for life!” “Solutions for life!” “Banking for life!” 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.”. Read More

Credit Union Core Values: Any Different Than Banks?

Subscribe to The Financial Brand via email for FREE!First The Financial Brand looked at the core values of 50 banks, then credit unions. How are they different? How are they similar? Generally speaking, banks and credit unions see pretty much eye-to-eye on their basic core values. Both give high rankings to Honesty, Commitment, Respect, Excellence. Read More

Intentionally Left Bank

Subscribe to The Financial Brand via email for FREE! “Intentionally left bank,” is the only thing Seattle Metro Credit Union’s billboard says. How many financial institutions run billboards that look this uncluttered? (Note: This is actually a full-color photo. That’s what Seattle looks like in winter.) Seattle Metro Credit Union is running a simple-yet-clever brand-building. Read More

Redneck Bank Is Sure to Git Yer Attention

This ain’t no joke. Honest to gosh, Redneck Bank is fer real. Redneck, the online direct division of Bank of Wichitas, caters to a “Larry the Cable Guy” crowd — you know, those folks who need to take care of “personal bankin’ bid’ness,” as the Redneck site puts it. Indeed the site is drenched in. Read More

Secretive Bailout Banks Fail Transparency Test

Subscribe to The Financial Brand via email for FREE!The financial industry has suffered the most severe blow to its image in generations. Everything from TARP bailouts to multi-billion dollar ponzi schemes has left consumers reeling from a loss of trust and confidence in banks. That is why it’s unfortunate to see this AP article with. Read More

Hopefully You Didn’t Get This Bank’s Cheap Gifts

Subscribe to The Financial Brand via email for FREE!Did you get a lame gift for Christmas this year? If you got a phony jar of homemade jam, a fake star adoption certificate, or a cheap computer printout of a seascape, you can thank FirstBank. The bank’s holiday-themed campaign offered cheapskate gift ideas to mall shoppers. Read More

This Credit Union Bulldogs the Competition…Literally

Subscribe to The Financial Brand via email for FREE! USA Fed is using a tough-but-loveable bulldog to take aim at “fat cat” bankers. Spike, the $700-milion CU’s new “spokesdog,” encourages non-members to join the credit union and enjoy special offers. In the brand campaign, Spike draws sharp distinctions between credit unions and banks, noting that. Read More

Merged Bank Uses Guerilla Tactics to Launch New Brand

“What we tried to do is replicate the surprise and delight tactics that happen within each TD Bank store.” — Greg Siano, EVP/Tierney Communications After a few naming hiccups earlier in the marriage, TD Banknorth and Commerce Bank have just christened their first major branding campaign under the name TD Bank. The campaign is built. Read More

A “Proven Method” for Undermining Your Brand

Here’s a story from a reader of The Financial Brand. We’ll call her Erica (that’s not her real name). Erica got a letter from Chase a month ago. The letter informed Erica that her home equity line of credit was arbitrarily being cut by 65% — down to $171,000 from $495,000. Here’s what the letter. Read More

‘Banking’ Isn’t the B-Word Credit Unions Struggle With

Subscribe to The Financial Brand via email for FREE!People still argue about whether credit unions should use the word “banking” or not. The concern is that if credit unions use the B-word, they make themselves more like banks. If legislators can’t see any difference between “banking” at a credit union or a bank, they may. Read More

Sydney Credit Union Generous with ‘Free Hugs’

Subscribe to The Financial Brand via email for FREE!Sydney Credit Union recently relaunched as SCU and rolled out a new brand theme, “More Generous Banking.” To celebrate the launch, SCU sent out street teams across Sydney conducting “Random Acts Of Generosity” including giving out free coffees, free massages and — no joke — free hugs.. Read More

Mission, Vision, Values… And The Missing Piece

Subscribe to The Financial Brand via email for FREE!Some financial institutions have mission statements. Some have vision statements. Some have both. Some companies have a defined list of core values, while others don’t. One thing is for sure: There is a lot of confusion about what each of these tools should do. The difference between. Read More