Bank Study

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

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Citibank

Citibank had the beginnings of a brand promise a year or so ago when they promised that customers who banked with them could “live richly.” Now, borrowing from Wachovia and Chase, they have reduced the promise to triteness by including their brand name in the promise. 

"Citi never sleeps" might more accurately be stated as the Citi brand “continues to sleep-walk.” They must have decided that “live richly” was “just a tagline” not a brand promise. It is obvious that they have forgotten that a brand promise should instill preference in the target audience and "Citi never sleeps" just makes everyone’s eyes red.

How is this brand promise different and better? They promise us that by using their credit cards, you can help write your story.  Wait a moment…Citi has credit cards?  Do they have free checking, convenient locations, friendly employees and investment services?  Why they might just be a bank too.

Grade- C-

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

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