A Global Brand for a Swiss Bank
B J Boylan · Design Management Journal (Former Series) · 1998
CREDIT SUISSE GROUP HAS led the way among European financial services companies to become one of a few truly global financial institutions. To complement this business plan, the organization also needed a strategy for international recognition and brand communication. Brian Boylan tells the story of how, within the constraints of a tight schedule, Credit Suisse Group partnered with his British consulting firm to create a powerful global brand mark.