Do strong brands really save you from commoditisation?

In theory, brands are the opposite of commodities.  People positively choose them.  You can charge more for them.  They create more loyalty.  But sometimes it seems different rules apply in financial services.  While strong brands clearly provide important credibility and reassurance, consumers find it painfully difficult to see any real differentiation between most big banks, insurers or asset managers. Does brand only work for small or niche players?  Our panel of experts will discuss.