Brand Rhetoric Case Study: Wells Fargo

Wells Fargo is one of the largest banking and financial services companies in the world, ranking fourth in the United States according to market capitalization. With over 270,000 employees and 70 million customers all over the world, Wells Fargo is one of the most well-established and well-known financial institutions in the 21^st Century.

Wells Fargo has implemented rhetorical strategies in its advertising since its inception, but has accelerated these tactics in recent years to respond to an inherent global distrust in major financial institutions.

Ethos (Authority)

Wells Fargo has always tried to present a positive, trustworthy Ethos—after all, financial institutions handle people’s money and need to be trusted. This need has increased after the financial crisis of 2008, and Wells Fargo has responded accordingly, changing the language in its advertising to reflect an even greater commitment to trust and authority.

Pathos (Emotion)

The Pathos in Wells Fargo’s advertising was minimal, but present until the past decade or so. Beginning in the 2000s and especially after the financial crisis, Wells Fargo included much more personal and sympathetic messages in its advertising. The company uses a series of very human, emotional tones to convey a sense of care and personality to its audience. It’s a complementary strategy to build trust while downplaying perceptions that the company is impersonal or indifferent.

Logos (Logic)

Wells Fargo’s advertising used to hold far more logic in its language, emphasizing value for profit and money-minded investors. The company has since shifted its focus away from this approach in favor of including more Ethos and Pathos strategies.

Wells Fargo’s brand rhetoric strategy holds a positive lesson in how to respond to changing audience opinions. As people began to trust banks and financial institutions less, Wells Fargo slightly shifted its rhetorical strategy to a more authoritative, more personal approach—and it’s paying off. Always keep the mindset of your target demographics in mind when creating or adjusting your brand rhetoric strategy.