I’ve always liked Scotiabank’s slogan “You’re richer than you think.” - a clever way to leverage a consumer insight to sell the financial institution’s solutions. But it’s not likely to resonate as well with customers when they look at their investments… Perhaps the bank should invite its customers to visit this site (Rich List) and enter their annual income to feel better.
The folks at Citi must be happy they switched from “Live richly” to “Your Citi never sleeps.”
German bank HypoVereinsbank’s slogan’s “You live. We'll take care of the details.” sounds like what Bernie Madoff told his investors.
Belgium’s Dexia Bank must be rethinking its slogan: “When your money is safe everything is too.”
And BNP Paribas probably never imagined the magnitude of the change when it adopted “The bank for a changing world.”
I was part of the team that developed CIBC’s brand strategy and slogan “For what matters” a few years ago. While it was based on a sound strategy, I never found the words particularly inspiring - until now.
At a time when many are forced to ask themselves “How much more money and things do I need? Could I manage with less? What really matters to me? What contributes to my individual happiness?”, CIBC’s slogan is suddenly very relevant. The French version “Pour ce qui compte vraiment dans la vie” is likely even more relevant – for what matters in life…
Desjardins’ slogan in French can also take on a more relevant meaning in these difficult times. “Conjuguer avoirs et êtres” (Conjugating "to have and to be” or “assets and people”) is meant to highlight the financial institution’s emphasis on its members and cooperative movement. But it could also serve as reminder of the importance of just “being” over too much “having”.