This is Citibank's Stephen Cone claim adding that the industry picture is filled up with "homogenized Kodak moments". His approach though for promoting and differentiating Citibank's asset management business is presenting their mutual fund managers and their investment strategies, instead of playing on the brand name. It is certainly one way to do it, my take is that the brand name also weighs considerably in the decision making process.

I think it is worth to remember his mentioning of three elements to consider when building a brand:

1. Create excitement in the marketplace. How do you get people excited, both employees and customers?
2. How do you continually create news about the products and services you're offering?
3. How do you create a really compelling emotional connection with customers?