As the banking industry undergoes rapid consolidation and the financial services industry as a whole begins to get an early read on the implications of sector convergence, senior financial executives of newly formed mega-institutions have their hands full developing marketing campaigns that clearly communicate the upside of these events to customers: expanded product offerings, distribution channels and service capabilities.

The average consumer only what knows what he or she reads in the newspapers, much of which is focused on the shareholder benefits of the acquisition or merger du jour being discussed.

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