The strategy: Chief Marketing and Content Officer Alex Craddock detailed Citi's plans to reenergize its brand in an interview with Banking Dive. Key initiatives include:

• Restructuring with new talent: Citi reorganized its marketing department to align with its broader strategic vision and hired for specialized roles including heads of wealth marketing, banking and markets marketing, sponsorships and partnerships, and marketing innovation.
• Reimagining wealth management: The bank is heavily investing in its wealth segment, which it’s identified as key to improving business mix and increasing fee-based revenues. Citi is also unifying its fragmented wealth businesses into one team and developing a new brand platform. It’s focusing these efforts on "the world's change-makers," who are typically focused on wealth creation and have an international lifestyle and business presence, aligning with Citi's global footprint.