Banks have received a severe bashing on social media and in the real world in the past few years for all manner of wrongdoing - deservedly so, say millions of savers, investors and regulators.
Given the sheer scale of some of the activities they've admitted to - and for which they have paid billions in fines and restitution - the reputation of the industry as a whole will probably take decades to recover.
I and perhaps the majority of readers of this blog could probably come up with dozens of instances where banks have let us down.
But, what can't be ignored is that not every banker is a fat cat, nor every bank a faceless and uncaring institution.
I'm glad to say that I've seen the friendly face of banking on numerous - well, heard it on the phone, given the move to telephone banking.
A clear example of how banks can connect with customers in a powerful way comes from TD Canada Trust Bank which renamed its ATM machines Automated 'Thanking' Machines.
A brilliant idea, simply, but powerfully executed.
A masterclass in good reputation management.
I thought I'd start off the week with their heartwarming video to hopefully restore your faith in the power of financial institutions to show a human side....if only for the length of time it takes to watch the video.
Maybe other banks around the world could do something similar?
Thoughts on customer service, communication and, of course, reputation management.