It is about being different and creating a business system that reinforces this difference. The "it" is an identifiable brand-something that many companies have but banks as a rule do not. Their need, however, is great.

Branding is virtually the only way to "de-commoditize" financial products. Unlike many consumer and industrial products, financial offerings generally lack inherent distinctiveness, and whatever innovative features may exist are quickly erased by competitive emulation.

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