Despite much discussion in banking circles about the importance of building nationally recognized brands, big banks still advertise as if they were regional players. Meanwhile, card companies and big brokerages spend most of their resources developing nationally recognized names.

Marketing specialists say big commercial banks may be missing out on an opportunity to develop themselves as household names, particularly as the advertising "noise" intensifies with the convergence of banking, brokerage, and insurance. "Not all advertising is equal," said Alan Adamson, a managing director at Landor Associates in New York. Banks "are going to be squeezed out,'' he said.

Subscribe Now

Access to authoritative analysis and perspective and our data-driven report series.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.