Wells Fargo draws on multicultural strength in brand recovery

Wells Fargo, the financial-services provider, discovered that its brand remained particularly resilient among multicultural consumers following a series of scandals.

During the last two years, Wells Fargo has faced an almost relentless wave of negativity and criticism.

This opprobrium has followed numerous scandals, as the company admitted to opening bank and credit-card accounts without customers’ knowledge, illegally repossessing the cars of service members, wrongly fining thousands of mortgage holders, and charging a swathe of clients for auto insurance they did not need.

Alongside significant fines and changes in senior leadership, Wells Fargo began fixing the damage with “Re-Established”, a campaign launched in May 2018. This program highlighted the reforms being implemented at the San Francisco, California-based corporation – like ending...

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