Apr
30
2008
In an industry as dynamic as banking, names are especially prone to being outgrown. So when an institution realizes its name is not memorable, searchable, or functional anymore . . . well, it’s always changeable.
A fresh identity can provide:
An Umbrella for Growth
In today’s global economy, more and more financial institutions are expanding beyond their original scopes for markets and services, and local names are simply too limiting.
People’s Bank changed to People’s United Bank to accommodate its plans for growth
Royal Bank of Canada uses RBC as the master brand for its worldwide financial services, allowing for inclusivity and global presence without confusion
State Street Boston dropped Boston to speak to a broader audience
A Simplified Brand
Taking a bland name and giving it a fresh, unique identity.
Washington Mutual gradually changed its name to the friendly and memorable WaMu
Citi is the sleek new unified global brand for Citigroup Inc
National Bank of Commerce swapped its traditional moniker for the light and lyrical name, Cadence Bank
Merger Marketing
Mergers are very common in the banking industry and retaining the positive brand associations from both previous names can help with an easy transition.
The Bank of New York merged with Mellon Financial Corporation to form The Bank of New York Mellon Corporation
TD Banknorth Inc. said it will change its name to TD Commerce Bank following its purchase of a New Jersey institution, Commerce Bancorp Inc
Contributed by: Maghan Cook
Apr
28
2008
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Putt-Putt, why do they name it twice? If the answer is because of how many times you have to hit it to make it in, then in my case, it would be called “Putt, putt, putt, putt, putt…”
Earlier this month, my department took a field trip. This is a new thing for us: a fun, creative voyage that we plan once a month to refuel our creativity by surrounding ourselves with inspiring environments. Our first outing…Putt-Putt. The scenery set the perfect stage to rouse our over-pared creative energy. It was a perfect spring-like day, the birds were chirping, kids playing in the distance, the sound of streaming waterfalls, and us, six women with dreams of being the Tiger Woods of miniature golf.
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Apr
25
2008
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After watching a special on the National Geographic Channel called Human Footprint , I began to think about what it truly means to be a “consumer.” Being a consumer means that we are constantly consuming resources, and as we consume, we leave behind enormous amounts of waste.
On the program, the Human Footprint team very artistically and accurately represents the amounts of food, energy, water and other natural resources we, as individuals, will consume in our lifetime (based on the U.S. average for one lifetime).
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Apr
24
2008
Remember the greenwashing definition from the last word of the week post. A lot of examples out there, right? Marketers know that consumers are willing to pay a premium for “eco-friendly” products and so many choose to claim that a product is green regardless of its actual impact on the environment. What’s to risk? After all, there is no real regulation of “green claims.” The danger is that, if in the end your company’s products don’t live up to green standards, your brand credibility can, and most likely will, take a hit.
So how do you know if your product is “green enough”? Here’s a great tool I came across when researching the subject on-line. Terra Choice, a North American environmental marketing agency, conducted a survey of products and as result was able to identify what they call the “Six Sins of Greenwashing™” Check out their survey at www.terrachoice.com. This is an excellent way to check yourself before making a big “green” mistake.
Oh, and the next time you post a “greenwashing” example, see if you can identify which of the six sins hath been committed.
By: Laurie Scott
