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The Boston Globe

Business

With flame of humanity, banks try to melt icy image

Banks are trying to wipe away years of bruising headlines and blame for the financial crisis with a simple message: They care about you.

In print, television, and online advertising, mid-size banks and the nation’s largest institutions are spending millions to stress their relationships with customers, emphasizing the personal touch even as they shutter branches and invest in inventions, like mobile apps and smarter ATMs, that reduce actual human contact.

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