The document discusses changes in the financial services industry following the 2008 financial crisis. It notes that (1) brand values in financial services fell significantly, with some losing nearly half their value; (2) consumers lost faith in banks due to the crisis; and (3) new entrants are reshaping the industry through peer-to-peer networks and alternative providers. It argues that branding is now a top priority for financial institutions. Regaining consumer trust requires focusing on transparency, simpler products, and independence. Companies that can redefine their brand values, business models, positioning and reconnect with people may be best positioned to succeed going forward.