The material on this site is for financial institutions, professional investors and their professional advisers. It is for information only. Please read our Terms & Conditions, Privacy Policy and Cookies before using this site.

All material subject to strictly enforced copyright laws. © 2020 Euromoney, a part of the Euromoney Institutional Investor PLC.
Opinion

Don't just grin and bear it

fronten-02.jpg

It's not yet clear exactly how the JPMorgan Casenove joint venture will be branded, but we hear that the two organizations are not planning to adopt an animal to spearhead their cause. They could be making a strategic error. Barclays Capital markets its Barx trading platform with a variety of dog mascots, from terriers to Jack Russells. And it has long been trendy to show that you are hawkish, bullish or bearish with the creature you use to front your operation. After all, Merrill Lynch is famed for its bull, Caja Madrid has its bear and there are scores of organizations from Bank Boston to Baring Asset Management that sport birds of prey in logos.

But Euromoney recommends that any bank thinking of developing animal-based branding get more inventive. Gartmore has set a high standard with what looks like a puma which the firm says is in fact a generic beast ? a hunter ?ready to pounce on the next opportunity?. And let's not forget the ING lion. Malaysia's central bank, Bank Negara Malaysia, has a small but cunning species of deer ? a mouse deer ? in its logo.

You have reached premium content. Please log in to continue reading.

Read beyond the headlines with Euromoney

For over 50 years, our readers have looked to Euromoney to stay informed about the issues that matter in the international banking and financial markets. Find out more about our different levels of access below.

SUBSCRIBE ONLINE TODAY

Unlimited access to Euromoney.com and Asiamoney.com

Expert comment, long reads and in-depth analysis interviews with senior finance professionals

Access the results of our market-leading annual surveys across core financial services

Access the results of our annual awards, including the world-renowned Awards for Excellence

Your print copy of Euromoney magazine delivered monthly

£73.75 per month

Billed Annually

FREE 7 DAY TRIAL

Unlimited access to Euromoney.com and Asiamoney.com, including our top stories, long reads, expert analysis, and the results of our annual surveys and awards

Sign up to any of our newsletters, curated by our editors

LOGIN NOW

Already a user?

We use cookies to provide a personalized site experience.
By continuing to use & browse the site you agree to our Privacy Policy.
I agree