Back to the Future

Prophet, May 30, 2009 — This article suggests a way forward for the Swiss financial market center and its international banks. It argues that while loosening the secrecy law will take away one USP and cause uncertainty among clients, it will be beneficial in the mid term. The opportunity lies in a key pillar of Swiss banking: integrity. By aligning business practices and behaviour to the desired brand identities, the Swiss banking brands are likely to recover and regain strength by delivering a relevant promise in a credible way. *Please note this article is in German.