A relational approach into MARKETING

Three different business cases. Three different examples that possibly define the strategic marketing orientation of today and tomorrow in financial services industry. All of three below indicated examples want customers' "share of wallet" asking for trust, loyalty and commitment.In other words these three firms desire to build a relational approach with their clientele. I could not agreee more in such a business / marketing approach!! Santander promises to be "simple, personal and fair" in brand revamp. By the way, this is a great advert! . HSBC invites customers to "create their bank" AND Barclays promises a "relentless customer focus" to rebuild trust.