David Wood Associates, a branding consultancy, found that three-quarters of the 34 U.S. banks responding to the survey were skeptical customers could distinguish their services from competitors'.
While 62% of the respondents said they plug corporate identity into their marketing, only 47% were satisfied with those efforts. Thirty-five percent said marketing was inadequate in leaving an impression on the customer.
One finding indicated that banks expect the move to direct marketing to be the biggest advance in the next five years. Electronic home banking came in second.