Then, last weekend riffling through the papers on my desk, I came across a bland and eminently ignorable note from an entity named Green Tree Lending. The letter informed me that Green Tree now owned my mortgage. I thought I had never heard of Green Tree, but apparently I had.
Looking around for letters from Bank of America I found one that had slipped my mind completely. It mentioned that BoA was dumping me off to Green Tree. The letter was just one of an endless stream of impact-free communications Americans get these days. My first takeaway from all this is DO NOT GIVE SHORT SHRIFT TO MESSAGES FROM ORGANIZATIONS THAT CAN MESS UP YOUR LIFE.
I thought I knew who and what BoA was but I was wrong. I went online to see who and what Green Tree is. If you have a strong stomach, check them out yourself. You’ll find lots of miserable stories like this: WorldFreeNews.com
I’m not as horrified by Green Tree as I know I eventually will be. For now, I’m more horrified by Bank of America. There is something seriously wrong in the bowels of that formerly reliable institution. I have no idea what it is but I suspect it goes back to the disastrous government-driven policy of issuing mortgages to people who couldn’t possibly have paid for them and the blood-sniffing sharks that took advantage of it.
BTW I wonder why banks (like BoA) spend all kinds of money on Branding, and then let it fall apart. I wrote a piece about Brand on my Forbes column (Marketing Matters More Than Ever): Why Brand Matters and there I said, “In one sense, perhaps the most important sense, a brand is a promise.”
So what happened to the Bank of America’s promise to me?