The Philosophy Behind The Brand

This article describes how Goldman Sachs felt the need for a branding programme even though it was the most powerful name in its category of merchant banking and finance.

The Philosophy Behind the Brand

How we differentiate our company from the competition

David MayGoldman, Sachs & Company

Look at the logo at the top of this page. Black. Square. Solid. Even stolid. Not altogether surprising for a 133-year-old bank....