Branding

Many companies spend millions of dollars on "branding". They want consumers to associate their products or company with certain "qualities".

For a financial service company, the most important qualities are:

* trust
* efficiency
* good value products

These qualities are not created by "branding". They are real qualities that have to be built over time. Branding can only tell people what "you really are".

If you try to tell people "what you are not", the truth will prevail. The consumers will ignore your advertising, as it is not true.