ING Direct Expands its 'Banking Barista' Model†

Brandweek, August 19, 2008 — Call them banking baristas. ING Direct is using coffee cafes to peddle its virtual banking experience. Modeled after its high-tech cafes in Chicago and St. Cloud, Minn., the financial institution is opening a new midtown New York location as well as a Honolulu operation by year's end. The Chicago experience lures pedestrians inside with seven 32-inch LCD screens hanging in the window. The brand's signature lion and orange ball flash on the units along with "pursuit of happiness" and a convertible car that drives from one screen to the next.

Found In Translation

The financial services industry is pushing hard to tap into the growing Latino market. But making a connection means more than speaking their language

Deliver Magazine, December 1, 2007 — Serving the coffee is only the smallest touch.

Still, when employees at branches of the [1] Eastern Financial Florida Credit Union take breaks during the day to pass out piping-hot Cuban coffee to customers, their efforts are key to a larger marketing strategy aimed at connecting with one of the credit union’s most coveted customer segments - Latino immigrants.

Retail Giant Will Remake Private Bank

U.S. Trust, Bank of America Private Wealth Management, can burnish its private bank’s reputation in catering to the very rich.

New York Times, June 18, 2007 — Bank of America built its brand as a financial supermarket that could be all things to all people. Now, it will see if a new name can burnish its private bank's reputation in catering to the very rich.