Rebuilding financial brands: Is the foundation cracked? (Landor Perspectives 2009)

Mich Bergesen

This paper discusses possible strategies for financial services firms to improve their reputation among consumers in the wake of the credit crunch.

Landor Perspectives 2009 – Rebuilding financial brands: Is the foundation cracked?

Mich Bergesen is global director of financial services for Landor Associates.

Brands have evolved far beyond their original roles as simple marks of authenticity and trust, today reflecting complex customer relationships based on the promise and delivery of consistent and distinctive experiences. Looking at banking brands, one might ask whether the current financial crisis has so shaken our confidence that their loftier promises are no longer credible or even relevant. Regaining basic trust is the overriding challenge, but what is the prognosis for the long-term value of these...

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