The risks and rewards of branding in the finance sector

It would be hard to find a more powerful case study on the importance of branding in the finance sector, and how quickly trust can be lost, than the fallout from the banking royal commission. Everything a brand says or does will either strengthen or undermine its reputation, and the findings of the royal commission, which have shone a light on the shocking behaviour of Australia’s major banks and financial planners, show just how fragile a brand can be.

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