Bankers' reputation has taken a further battering after a leading independent scientist claimed that excessive cocaine use among workers led to the global financial meltdown.
In the Daily Telegraph article, Professor David Nutt, former UK Government Drugs Tsar believes that bankers who took the Class A drug were 'over confident' and 'took more risks'. He claims "bankers use of the drugs got us into this terrible mess."
Professor Nutt, who runs the Independent Scientific Committee on Drugs is no stranger to controversy, after drawing parallels between the dangers of horse riding and taking ecstasy. As a world renowned neuropsychopharmacologist, he knows what he's talking about - even the man who sacked him from his role as Government adviser acknowledges this.
Needless to say, this will embarrass some bankers and enrage others who were not part of the group involved in reckless and cavalier behaviour.
Banks are big enough to withstand this latest negative press, but the screaming headlines of 'coke snorting financial fat cats' will do little to clean up the grubby image of a once respected profession.
Thoughts on customer service, communication and, of course, reputation management.