Carter addressed skepticism regarding her marketing team's spending: "We are building a brand for the future, and that requires strategic investments and vision, rather than merely cutting costs."
Former employees noted, "The changes in branding have left many within the bank wondering if we're losing our identity or presenting ourselves ambiguously in the competitive market."
Goldman Sachs' rebranding made some executives question its efficiency, citing that spending on marketing activities might not translate well into brand equity growth or client acquisition.
One insider mentioned, "The logo change feels almost like taking a step backward after the effort made to modernize our image. It raises eyebrows among us employees."
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