Article Archive: Branding

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

HSBC Microsite: ‘Join the Values Conversation’

Subscribe to The Financial Brand via email for FREE!HSBC has introduced new components supporting its Soapbox promotion, including a microsite, TV spots and an exclusive sponsorship of the New York magazine video section. The ValuesSoapBox.com (below) publishes people’s comments on education, jobs, technology and bottled water. The topics aren’t lightning rods that strike people’s hot. Read More

It Only Matters If It’s Measured

Subscribe to The Financial Brand via email for FREE!Ever since First Federal Bank in Sioux City, Iowa, rechristened itself “Vantus,” the bank had been building its brand entirely around the idea of “simpler banking.” (UPDATE: The bank has failed.) From the “about” section on the Vantus Bank website: “We believe in simplicity. It’s our job. Read More

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, yourpointofview.com.. 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