Bank Study

Commerce Bank | Wachovia | Bank of America | Chase | Wells Fargo | Citibank | Washington Mutual (WaMu) | SunTrust | BB&T | Conclusion

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Chase Bank

It is difficut and, in fact nearly impossible, to tell the difference between the marketing and brand messages of Chase and those of Wachovia. 

Both promise that you get more, but Chase reminds us all that “getting more matters.” They have also fallen victim to diminishing their theme line by infusing it with cleverness. "Chase what matters" has, on its surface, the promise of  “The Company You Keep” (from New York Life). But here the word play becomes just plain trite. By including the corporate name in the theme, Chase has reduced it to a Madison Avenue substitute for a strategy and has raised barriers to sincerity.

Chase wants you to switch banks because they give you more.  MORE turns out to be rare and unusual things like free checking, convenient locations, and reward’s points.

“Free rewards points because getting more matters” is a direct lift from one of their ads.

The company still suffers from a crisis in corporate identity, as they have not yet decided if they are JP Morgan Chase or Chase.  They use both and, as a result, tell their customers that you do indeed get more here, including two brand names.

The Chase commercial messages are a complete waste of the bank's resources in that there is no evidence of the preceptive fiber of the customer and the aspirations of their lives. Instead, the commercials are the usual snippets of life, utilized to show prospects how important it is to have a credit card and then to use it. Now that is a switching trigger.

Grade- D

Commerce Bank | Wachovia | Bank of America | Chase | Wells Fargo | Citibank | Washington Mutual (WaMu) | SunTrust | BB&T | Conclusion

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