Three big US financial brands Lehman Brothers, Merrill Lynch and AIG in troubled waters. It is almost painful to watch as we know the values those brands represented have been almost certainly fatally damaged. Credibility, probity, financial competence, reliability and solidity are not just core values… they are critcal success factors. Without them the brand cannot survive. Imagine, as a brand consultant receiving a phone call…”It’s Lehman Brothers; we have a bit of a problem. Perhaps you can help us…” Hmmmm, suggestions?