Along the same lines as Shari’s post from early August, here’s another bank trying to distance itself from the whole “banks are evil” image. I’ve been clipping out HomeStreet ads lately, and there are two in particular that I really like. One says, “1/3 less banky than other business banks” and the other says, “Do your business banking direct with our bank’s owners.”

Pretty clever. I wonder why they chose “1/3 less banky” though? Being 2/3 banky is still pretty banky. And wouldn’t you rather actually be an owner of your financial institution, instead of just dealing with the owners when you go into the branch? Credit union members are credit union owners.

Nice effort HomeStreet, but you are still a bank.