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Comment by wojcikstefan | Hacker News Reader

Coca Cola & Red Bull are massive, they surely have tiny marketing spend… Right?

You’re missing the point. This isn’t a marketing piece. JPM doesn’t need to compare themselves to SVB for any reason, that’s like comparing David and Goliath. What’s purpose would that accomplish?

This is a marketing piece the same way an engineering blog post is a marketing piece. It demonstrates expertise and helps influence others. I can think of two audience members:

* Those with cash in SVB, or another regional bank, and want to find a 'safer' bank.

* The relatively uniformed that are nervous about banking.

It's definitely marketing but it's also a collected and analysed aggregation of real data. I read part of the last page as well, and there was an absolutely delightful sentence. To paraphrase:

"This document is an analysis by person X, based on his opinion. That opinion may change at any time."

That's a lovely, if corporatey way of paraphrasing the well-known quip "When facts change, I change my mind. What do you do?"

There's no doubt the document was prepared in a huge rush. Like any large bank, JPM would have had to get it out well before end of business on Friday. Wouldn't be surprised if they had to get it out before lunch! But that rush also means there would have had been far less time to polish it up, and indeed, the author points out that at least some of the industry figures were lifted as-is from an earlier report they had produced.

They’re doing what every bank has been doing: reassuring everyone that they’re not at risk.

To reassure their creditors.

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