Bank is a verb, not a place.

While I wait for the start of the SEC Championship, my wife forces a trade: future sportszombie time for current husbandnerdout time. At her request, I’m watching the Travel Channel (or is it HGTV?).

A new BofA commercial comes on (no, we don’t have TiVo yet. I know, I know…). Voiceover talks about mobile banking meaning you can bank from anywhere. Then they point out online banking = you never have to go to the bank. I seem to remember other recent spots of theirs boasting a massive ATM network.

Bank is a verb, not a place.

By the way, how smart of a media buy is that: buying a spot on the Travel Channel about banking anywhere. Smart thinkin’, says me.


6 thoughts on “Bank is a verb, not a place.

  1. Trey,

    Buy a TiVo.

    You never have to go to the bank. You know why I love that phrase? Banking is an errand. BofA gets it.

    You don’t GET to go to the bank, you have to.
    Or, as you put it – you have to “bank” (verb).

    Good stuff….I’m so glad you’re still out there.
    In more ways than one.

  2. Trey,

    I’ve been evangelizing about the infinitive “to bank” for the longest time. In my view, it’s always been something people do, not so much where – or how – they do it. When we operationalize the word that way, we in CU land get to avoid linguistic sinkholes like “online branching.” Yikes!

    On another front, I tried to add an RSS feed for your blog, and it doesn’t work – what am I missing?

  3. Trey – Tony Ward-Smith captured this back in 1993 in a CUES manual… I bought into it then and haven’t let go.
    Banking is a verb.
    Credit Unions use it to refer not to what we ARE, but rather, to what people DO. Ask our members – they get it.

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