I agree with you about ING – they do have a differentiator that is more tangible (and I do have an account with them!)

I think you’ve actually tapped into the main point. There isn’t a rational reason why Citi, as opposed to some other financial institution, should be considered superior. So they are tapping into something more powerful – emotions and aspirations. They are targeting MY dreams, while their brand is painted as a backdrop. Sure, I could use Chase or somebody else just as well – but Citi brought up the subject, and addressed it in visceral (not purely logical) terms.

If I saw the ad in the marketplace, it just doesn’t intrigue me enough to visit their website once I sat myself in front of a computer. As a matter of fact the ad doesn’t even drive the reader to their site.

I’m afraid it still leaves me flat. I like how ING Direct markets themselves as an alternative to traditional banking. I’m intrigued enough to check them out.

See what you think of their website Ed…

Even though it’s very simple. It just doesn’t appeal to me. Usually, I like ads from banks. Maybe I’m not in their target market or maybe, instead of relishing their promise of getting things done, I’ve come to expect it from banks.

I’d have to say banks have a tough job though, their customer bases are pretty diverse, so it’d be difficult to come up with ideas…

Using Citi’s red icon is unimaginative. Let’s get it done sounds like a fulfilling a task to get it behind you. It’s so easy to criticize I suppose, but there is nothing in the ad shown that separates Citi’s offering. You could throw anybodys logo on there – why should we choose Citi?