Goldman Sachs: A Cautionary Tale in Branding

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In March, a retiring executive director at Goldman Sachs gave the ultimate kiss-off to his former employer: a blistering op-ed in the New York Times, decrying a corporate culture within Goldman Sachs that, according to the author, demeans its clients and places its own financial interests above those it purports to serve. The op-ed hit like a bomb in the financial world, and within days had wiped out $2.2 billion of Goldman’s market cap. Many have found the significance of the op-ed to lie in the author’s articulation of a popular rage (to borrow a phrase) against corporate greed. But at its core, the op-ed heard ‘round the world is really a cautionary tale about branding—and the fallout that can occur when it goes wrong.

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Published In: Firm Marketing Updates

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© John Hellerman, Hellerman Baretz Communications | Attorney Advertising

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