Article Archive: Branding

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

Harris Bank Says It’s ‘Here to Help’

Subscribe to The Financial Brand via email for FREE!Harris Bank recently unveiled a new branding campaign to drive home the bank’s “here to help” message, a slogan the bank has used for the past two years. Harris expects to reach 95 percent of its core audience — millions of people across the Chicago area —. Read More

The Biggest List of Financial Slogans Ever

Slogans, taglines, mantras, catchphrases, positioning statements, rallying cries. Call them what you will, but countless financial institutions have them. Banks, credit unions, insurers and credit card companies — all of them vying for a small piece of consumers’ minds with a (hopefully) pithy piece of language. Here is the largest collection of financial slogans you’ll. Read More

Consumer Marketing Psychology: The Good Reason vs. The Real Reason

Subscribe to The Financial Brand via email for FREE!Human beings, as intelligent and sophisticated as we like to think we are, are actually highly emotional creatures. Every decision we make is made for emotional reasons. Those are the real reasons. We then back-up those decisions with logical justifications — the “good reasons.” If you think. Read More

Frost Bank’s Luscious Brand-Building Ads

Subscribe to The Financial Brand via email for FREE!“Frost Bank understands the value of focusing advertising communications on the brand.” – Pam Thomas, CMO Frost Bank “Frost Bank understands the value of focusing advertising communications on the brand.” That’s how Pam Thomas, Chief Marketing Officer at Frost Bank, put it in an interview with The. Read More

If Service Is the Answer, What Is the Question?

Subscribe to The Financial Brand via email for FREE!When financial institutions give the answer “service,” which question are they answering: What are we good at? What is the one thing we do better than anyone else? More often than not, “service” is the reflexive answer to the first question, and almost never the honest answer. Read More

The branding sweet spot

This simple illustration shows you exactly where to focus your brand – The Sweet Spot, where “the things people want most” intersects with “what you do best” and “what your competitors suck. Read More

A Fresh Stab at Ranking Financial Brands

Subscribe to The Financial Brand via email for FREE!Here are the results from the latest effort to determine which financial institutions have the strongest brands, this one from Bancography. Banks with assets > $30 billion Wells Fargo Bank, MN U.S. Bank, MN The Northern Trust Company, IL Union Bank of California, CA PNC Bank, PA. Read More


The 'Wheel of Fortune' teaches financial marketers an importance lesson about CRaP. Read More