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Branding Archive

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…

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Guest Column: BHAG Branding

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,…

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Citizens Brand: ‘Good Banking Is Good Citizenship’

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…

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Kiwibank Brand Fights Back Big Aussie Banks

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.…

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Why It All Starts (And Stops) With Consistency

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…

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5 Truths About Rebranding (What I Learned)

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…

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A Doodad Logo and an iDude Mascot

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…

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In Banking, Your Service Is Not What Differentiates You

Think your service makes you special? So does every other bank and credit union. Here are four reality checks to help you achieve greater strategic clarity.

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Brandspeak: A Glossary of Branding Terms

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…

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ANZ Promises It Isn’t Rude and Cranky

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…

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The Power of What Your Brand Isn’t

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…

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Kansas Credit Union Says ‘We’re Not Wall Street’

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…

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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…

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Big Bank Brands, Big Consumer Contradictions

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…

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ANZ’s ‘Uncomplicated’ Brand Strategy

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…

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Can Credit Unions Afford a National Campaign?

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…

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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…

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Westpac Resurrecting Dead Brand for Online Direct Arm?

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…

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The Ad Ally Would Run If It Was Really Honest

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…

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Commerzbank Blends Brands Following Merger

"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…

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