How Goldman Sachs Builds Its Brand Beyond Wall Street

After the financial crisis, the firm tapped Snapchat to reach general public

Headshot of James Cooper

Following the financial crisis, Goldman Sachs realized it had to begin marketing itself beyond the discreet and distrusted world of investment banking to a larger and more general audience and potential customer base, especially with millennials who traditionally have had a decidedly low opinion of Wall Street.

“Right after the financial crisis it was all about trying to explain what we did in our core business and how they were additive and valuable to the broader society,” said Amanda Rubin, global co-head, Brand and Content Strategy, Goldman Sachs, in an interview follow a fireside chat entitled “Content, Trust and Consumers,” which was part of the second installment of Adweek and Bloomberg Media’s quarterly “Marketing in An Interruptive World” breakfast series in New York.

Rubin says the firm is now in the process of harnessing the intellectual capital within its walls to tell stories around topics that have broad appeal and credible subjects for the huge investment bank to tackle such as clean energy and technology. Goldman was also a very early adopter of the Snapchat Discover platform and Rubin still sees it as a important tool to market around innovation and content immersion.

@jcoopernyc James Cooper is editorial director of Adweek.