B2B Marketing Magazine has featured the SME Invoice Finance brand as a symbol of strength in credit crunch times.

Claire Weekes comments: “In work completed for SME Invoice Finance, a corporate identity was developed that embodied speed, strength and flexibility, in the form of a big cat…These are key messages to be conveyed to “cash hungry” small business owners, who particularly in times of economic crisis will feel the need for strength.”

The cover feature, entitled “Crunch Times for Finance Brands” highlights the fact that “Global finance brands are finding it particularly challenging to keep their corporate audiences on side as they try to ride out the credit crunch.”

The piece singled out SME Invoice Finance's 'Big Cat' advertising campaign as an example of “one corner of the financial industry” that is “getting its brand message spot on.”