The corporate brand is one of the last great underleveraged assets in financial services. Few senior managers in the industry fully understand the value of their brands, and fewer still have adopted strategies and processes to maximize this value.

In most financial services firms, brand-building tends to focus on advertising. Yet many brand aspirations articulated in ads remain undifferentiated and unfulfilled; witness the countless banks today that assert their desire to have a "relationship" with the customer. As a result, most measures of consumer awareness have shown little improvement in the brand strength of financial services companies.

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