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. Nothing there would suggest the dynamic, risk taking, entrepreneurial group of highly skilled men and women who make up Goldman Sachs, though it fits them to a T. They are fiercely proud of the logo and what it represents. And yet for 128 of those years, they never thought it necessary to treat the brand behind the name as...