Brand icons such as Coca-Cola, McDonald's, and Levi's achieved their prominence through long-term, high-visibility campaigns that delivered simple and consistent messages over many years.

Banks do not have the same deep pockets, nor has their rapidly changing industry been conducive to consistency. Does that mean that branding is not a viable option? No, as can be learned from Harley Davidson.

Limited Time Offer

Save $400 off your subscription. Special offer ends April 30, 2017.

14-Day Free Trial

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