JPMorgan Chase cares about you!

Last week, The New York Times ran an exclusive about JPMorgan Chase's rebranding campaign, which began with new print ads in yesterday's newspapers and...

Last week, The New York Times ran an exclusive about JPMorgan Chase's rebranding campaign, which began with new print ads in yesterday's newspapers and will be followed by four TV commercials that began broadcasting on this morning's news programs. The new tagline for the campaign is "Chase What Matters," intended to build a closer relationship with consumers.

"The goal is to reach consumers and convince them that what matters to them matters to us and demonstrate that through things we advertise and promote," Sangeeta Prasad, SVP of advertising and branding for card services at JPMorgan Chase told me late last week. "It's about aligning our values with the values of our customers and sharing with them how we can help them."

The rebranding also brings a number of businesses together, like card services, consumer banking, and home lending, giving them a "consistent look, feel, and voice."

The marketing effort will also include extensive media outreach (that's how the NYT story came about) and a new Web site that launches today.

Aligning the institution's message behind one that focuses on the needs of the consumer is a great idea. But in these harsh economic times, the average consumer is worried about oil prices, milk prices, and just hanging on to their home. The average customer needs security and reassurance. With that in mind, it will take a little more than a new message to really make people feel like their bank is on their side.

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