WASHINGTON — The banking industry's image is about as awful as it's ever been. Polls prove it and popular culture reflects it. If you need convincing, just read the "comments" section below any mainstream newspaper story related to banking.

"Reputation is one of the things that, unless we fix it, we will fail as an industry," says Steve Bartlett, who will retire in December after 13 years atop the Financial Services Roundtable. "Reputation, as the old Ford ad said, is Job 1."

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