A quick search of "Citi" and "blog" has long unearthed hundreds of blogs about the banking giant, though most are entirely beyond Citi's control and many contain posts that are pointedly unflattering to the bank.

Now the institution is adding its voice to the fray with a new internally produced blog, designed to engage consumers with information about products, how those products can help customers, commentary on earnings statements from bank executives, and the institution's position on regulation and other issues-with space set aside for reader responses. "There's an image out there of the 'big bad bank.' The blog is like going back to [George H.W.] Bush, 'kinder and gentler," says Ron Shevlin, a senior analyst at Aite Group. "The blog is a way for the bank to show consumers that it is there to help them."

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