Are today’s banks over-branded?

Good morning.

I’m not a banker.

I run a branding and design firm.

And I owe you an apology.

I’m sorry.

Our industry has given you bad advice.

Guidelines

Sleeping woman

The argument:

The argument: Overbranded?

The argument: Overbranded? Why?

The argument: Overbranded? Why? What to do?

Back in 2002 …

The world’s local bank Passion to perform Higher standards Citi never sleeps We will not rest Here for you Here for good

$1,000,000,000 $1,000,000,000 $1,000,000,000 $1,000,000,000 $1,000,000,000 $1,000,000,000 $1,000,000,000

Bank brands have become inescapable.

The argument: Overbranded?

The argument: Overbranded? Why?

One.

Fuzzy

promises.

Two.

Mindless

consistency.

Three.

Hollow

differentiation.

One.

Fuzzy

promises.

Two.

Mindless

consistency.

Three.

Hollow

differentiation.

1 2 3

4 5 6

7 8 9

1 2

5 6

7 8 9

The answer is not trying to copy Apple.

Nor is it trying to copy Starbucks.

As an industry, we need to start saying it like it is.

What to do about fuzzy promises?

What to do about fuzzy promises? Tell me what you do for me.

One.

Fuzzy

promises.

Two.

Mindless

consistency.

Three.

Hollow

differentiation.

Sticking a logo onto everything is not branding.

HSBC

The problem is even more acute in digital media.

So what if we got the brand out of the way?

Let’s try to apply the same principle to my online banking interface.

What to do about mindless consistency?

What to do about mindless consistency? Get the brand out of the way.

One.

Fuzzy

promises.

Two.

Mindless

consistency.

Three.

Hollow

differentiation.

Dear valued client …

® SM TM

® SM TM BS

What’s the difference?

What’s the difference? Citi Gold HSBC Premier Standard Chartered Priority DBS Treasures OCBC Premier Hang Seng Prestige

What’s the difference? Citi Prestige HSBC Priority Standard Chartered Premier DBS Gold OCBC Prestige Hang Seng Premier

What’s the difference? Citi Premier HSBC Prestige Standard Chartered Gold DBS Premier OCBC Priority Hang Seng Treasures

So what if we created experiences that were really different?

Car pickup. Driver. Bell-boy. Lobby. Check-in. Room key. Elevator. Slippers. Bed. Toiletries. Towels. Bathrobe. Shower. Mini-bar. TV. Pool. Gym. Restaurant. Spa. Business center. Maids. Newspaper. Bar. Mini-bar. Room service. Wake-up call.

Car pickup. Driver. Bell-boy. Lobby. Check-in. Room key. Elevator. Slippers. Bed. Toiletries. Towels. Bathrobe. Shower. Mini-bar. TV. Pool. Gym. Restaurant. Spa. Business center. Maids. Newspaper. Bar. Mini-bar. Room service. Wake-up call.

Let’s apply the same principle to banking.

Branch. Greeter. Officer. Application. Welcome kit. Transactions. Personal loans. Revolving credit. Overdrafts. Mortgages. Credit cards. Travel Insurance. Life insurance. Health insurance. Home insurance. Investments. Forex. Consultations.

Branch. Greeter. Officer. Application. Welcome kit. Transactions. Personal loans. Revolving credit. Overdrafts. Mortgages. Credit cards. Travel Insurance. Life insurance. Health insurance. Home insurance. Investments. Forex. Consultations.

The interface for accessing my money is broken.

Someone, please give me a heavenly card.

BTW, the technology already exists.

What to do about hollow differentiation?

What to do about hollow differentiation? Be better where it matters.

The recap: Overbranded? Why? What to do?

One.

Fuzzy

promises.

Two.

Mindless

consistency.

Three.

Hollow

differentiation.

Two.

Mindless

consistency.

Three.

Hollow

differentiation.

One.

Tell me what

you do for me.

Three.

Hollow

differentiation.

Two.

Get the brand

out of the way.

One.

Tell me what

you do for me.

One.

Tell me what

you do for me.

Two.

Get the brand

out of the way.

Three.

Be better where

it matters.

zoran@shiftpartners.com

HONG KONG

Shift.

3&3A Upper Station Street

Sheung Wan

Hong Kong

BEIJING

Shift.

中国

北京市朝阳区东大桥SOHO尚都北塔

A座1205, 100020

SINGAPORE

Shift.

73A Duxton Road

Singapore

089532