The Internet has forced financial services companies to create brand images in a very short time, Bank One Corp.'s top retail executive told a conference last week.

"We don't have the luxury of those great American brands like Ford, Coca-Cola, Kraft, and McDonald's that were founded in kinder, gentler, less competitive times, when a business generation lasted at least 30 years," said Kenneth T. Stevens, chairman and chief executive officer of Bank One's retail group.

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