Citigroup's latest acquisition
Citibank is being rebranded, getting a new logo - and new business cards.
The new cards are twice the size of any other card you might have seen. The front is relatively normal, with important-sounding job title, address, phone, fax. The back is more peculiar, saying in large type: "My job is to help you reach your financial goals and dreams."
But it's the inside of the card where the new Citibank comes into its own. It's a 12-point values statement, including such gems as "we value people, the strength of human emotions and interactions," and glorious insights like "we value quality" and "we value profitability."
The list ends on a profound note: "We value dreaming," it says, "the first step in the journey to success." Will Citibank's annual report include minutes of REM-sleep in its accounting pages. Felix Salmon