Banks need new identities to regain customers’ trust

Terry Tyrrell

Banks have become distrusted by their customers and, to regain that trust, must rebrand themselves; this will be hard.

Banks need new identities to regain customers' trust

Terry Tyrrell

Remember the old tried-and-trusted banking model? You take your cash, lock it up in your vault of choice, and the bank reassures you it will give good returns.

Now, the very definition of a bank as 'an institution for receiving, lending, exchanging and safeguarding money' has been turned on its head. No-one in their right mind would tell anyone to “bank on it”. Our reference points have been shattered. No wonder the public are confused, angry and at a loss as to who to trust with their money.

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