Citi

BusinessWeek Brand Rating: 19

What you could mean to us: Financial enlightenment

To us banks are cold machines. They protect our money, yet they do not help us improve our relationship with our finances. In our culture, money is a perpetual source of fear and anxiety. A modern bank like Citi (C) would teach us how to enjoy and command our money, so it serves us instead of vice versa. It would humanize the systems we use to organize, share, and distribute our money, so it connects to how we actually shop, borrow, and save.