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Branding Archive

Evolving for the Future: Repositioning and Repackaging a Bank Brand

First Cherokee Bank spawns “Acru,” a retail wealth management sub-brand that will gradually become the bank’s primary identity. It’s a smart, deliberate and patient way to reposition the brand for the future.

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Cheesy Image Wraps Metro Bank’s Customer-Centric Value Proposition

The scrappy UK startup has a bold, differentiated strategy, but critics say the bank's cheesy image and gaudy branches undermine its brand.

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The Two Most Important Branding Questions You Could Ever Answer

What makes your financial institution unique? If you can't recognize the differences, then neither can consumers who will be forced to compare you only on price.

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Antes vs. Drivers: 3 Steps to Find Relevant Differentiation

The key to success in branding hinges on being different than your competitors in ways that really mean something to consumers. This elegant branding model breaks it down.

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Three Warning Signs It May Be Time to Rebrand

How do you know when it’s time to rebrand your bank or credit union? Guest contributor Mark Arnold shares three warning signs.

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You Don’t Control Your Brand (Actually, You Never Did)

Marketers need to understand the distinction between their “brand” (which they don't control) and “branding” (which they control entirely).

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Peek Inside: Deutsche Bank’s BrandSpace, Strategy & Standards

Deutsche has spent millions to memorialize its rebranding project. See the bank's brand standards manual and unique BrandSpace museum.

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How Banks Completely Nuked Consumers’ Trust (And What They Should Do About It)

No sophisticated strategies needed, just some commonsense lessons we all learned in kindergarten.

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20 Things Financial Institutions Should Do (But Don’t)

Is your organization making the most out of low-hanging fruit, or is it bury its head in the sand?

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How to Reverse the Loss of Trust in Financial Institutions

Half trust financial firms less, citing honest communication and transparency as keys to reputation.

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Staff Get Culture Books & Music CDs at Brand Kickoff Pep Rally

ABNB wanted to make sure employees understood its new brand first before unveiling it to the rest of the world. Smart.

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The Top 10 Most Valuable Bank Brands in the US

A study by Brand Finance puts BofA atop the list of most valuable bank brands in the US, at $30.6 billion. Who else made the top 10?

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The 15 Most Common Brand Positions in Retail Banking

Banks and credit unions like to wrap their brands around familiar themes. Check out these common brand positions and you'll probably see one that your financial institution is using.

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7 Tips to Find Your Brand’s Personality

Seven exercises developed by world-class branding firms that you can use to identify your bank or credit union's real emotional brand traits.

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Frost Bank’s Mini-Manifesto Makes Big, Bold Promises

You need to know what your organization believes if you want to publish a cool little mini-manifesto like Frost Bank.

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Bromides and Dead Icons Won’t Fix UBS Brand

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…

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Unbanking

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…

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Got a Question? Ask Bill

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 --…

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Big Banks Roll Out 14 Promises in ‘Customer Charter’

“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…

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Making Banking Easy Isn’t Easy

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…

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