I have been with my current bank for over 10 years. Their positioning (“VALUE”) statement is, “America’s Most Convenient Bank.” And has been for some time, even before they started charging monthly fees to my (and all their customers) accounts.
I’m not only disappointed about this; I’m aggravated that they still have the tagline.
This is also the same bank that lost $35,000 of my friend’s money.
Value statements will “double crush” a brand if they over commit a promise that is not delivered. This bank is already engaged to becoming average… it’s almost unstoppable at this point.