Four years after the financial crisis began, banks in the U.S. are still working to combat consumers’ negative perceptions of Wall Street. With good reason: According to a recent study we did, around 4 in 10 Americans consider financial institutions’ credit and lending practices an impediment to achieving the American Dream.
Back in 2010, we wrote about a campaign from JPMorgan Chase that sought to assure viewers by depicting the brand as an icon of responsible practices and an institution that’s all about helping the little guy. Now, Chase (the firm’s banking subsidiary) is showcasing how its Business Banking unit is assisting small businesses and communities in a campaign called Mission Main Street. A series of ads begin with the line “Every small business has a mission. At Chase, it’s our mission to help,” and then tell the story of one business (longer versions are housed on the campaign’s microsite). One shows the co-owner of a toy business explaining how a friendly Chase rep (“He understood our business, he had children himself”) allowed him and his partner to build their company. “With a little luck, with a little help from our partners like Chase and with a lot of hard work, Green Toys could be the next great American brand,” he says.
As we noted in our recent report on the American Dream, Americans currently see a range of obstacles to achieving the Dream; brands can position themselves as part of the solution, helping to enable success and knock down impediments. This campaign is a good example of a brand demonstrating how it’s doing this for small businesses.