Should People Still Trust “You and Us”?

UBS announced this morning that it’s still hemorrhaging money—more than $1.7 billion in the first quarter. The Swiss bank also reported that it will slash its workforce by an additional 11 percent.

Assuming UBS works its way out of this mess, should it try to reinforce stability by continuing to invest in its current “You and Us” theme? Or should the company promote change by creating an entirely new campaign?

Every major financial institution is going to face similar questions in the coming year, creating an enormous opportunity for marketing firms smart enough to know the right answers.