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Paper
1.
Survival of the fittest US finance brands
James R Gregory, Admap, October 2009, pp.24-25
The economic crisis showed that even apparently strong financial brands can fail. How can they improve their resilience to economic turmoil in the future? The quantitative Corporate Branding Index (CB ...

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Case Study
2.
Wachovia Corporation: Financial World campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1789-1795
On September 27, 1998, First Union Corporation debuted a commercial unlike any other in the financial services industry. In this spot the company avoided the stock images of financial services adverti ...

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Case Study
3.
Wachovia Corporation: Uncommon Wisdom campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1789-1795
In 2001, following its merger with “First Union”, “Wachovia Corporation” was the USA’s fourth-largest bank. In 2002, Wachovia launched their “Uncommon Wisdom” campaign, conceived to raise awareness of ...

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Paper
4.
No bricks and mortar, no advertising, and a new name growing the Wachovia global correspondent banking brand
Eileen Mijlin, The Advertiser, June 2004, pp.34-35
Describes how Wachovia Bank, one of the world’s leading correspondent banks, has grown and developed its branding. It competes head-on with local banks without having their local presence. Key proposi ...

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Paper
5.
New company, new brand, new focus on multicultural marketing
Georgette Dixon, The Advertiser, Nov 2002, pp.20-25
The author describes how Wachovia, a US banking and financial services company, has developed a holistic emerging market strategy central to the company's development. She covers the roles and results ...

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