The campaign—“Progress is Everyone’s Business”—is so milquetoast that you could put a “put your community bank logo here” slug on the ads, and sell them as stock.
The aw-shucks approach is strategic, not accidental. What I hear Goldman trying to say (with a slight Midwestern twang): “Don’t think of us as slick Wall Street financiers. We’re just good, old-fashioned people helping hard-working companies and communities move forward.”
When will investment bankers—and their agencies—learn that the way to win back trust is through demonstrating real change, not with circa-1980 image campaigns?
Oh, I particularly like the “Steve” name patch on the builder’s work shirt. The image is so authentic, I can almost smell the wood shavings.