Who has taken a hit, and who has remained strong?

"The banks have lost a lot of credibility," said Alan Siegel, the chairman of the New York branding firm Siegel & Gale LLC. "The whole financial sector has, but particularly the banks."

The trouble is not just general industry news, he said; as companies are responding to the crisis, some are undermining the customer relationships they once worked so hard to build.

Many people are losing their homes because of inappropriate loans. Credit is getting harder for businesses and individuals to find. Onerous terms on credit cards raise interest rates for missed payments on other bills. Home equity lines of credit are being withdrawn, even for those with excellent credit who never missed a payment.

"The key to branding is: It’s not what you say. It’s what you do,”" Mr. Siegel said.

Go to www.americanbanker.com for the full story in the Tuesday, October 14th issue.

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