# Professor Priya Raghubir discusses branding challenges that banks face after the financial crisis

1 Faculty News June 8, 2016 ![Financial Times logo](/sites/default/files/styles/246w/public/assets/images/uat_025699.jpg?itok=5SpaxEbn)>

Excerpt from the [Financial Times](https://next.ft.com/content/42a43fb4-1839-11e6-b197-a4af20d5575e) -- "NYU’s Prof [Raghubir](http://www.stern.nyu.edu/faculty/bio/priya-raghubir) says there are good reasons to cut brand spend when the going gets tough: 'You probably don’t want to be investing too heavily at a time when a greater mention of your brand is only going to backfire and remind people that you exist, when you’re trying to just weather a crisis.'"

[Read more](https://next.ft.com/content/42a43fb4-1839-11e6-b197-a4af20d5575e)