Landsbankinn hf. was the market leading financial institution in Iceland. The chief executive officer took on his role in mid-2010. At a time when employee morale and customer satisfaction was essentially non-existent, and bankers were widely seen as nation-destroying criminals, he was hired to build a sustainable operation with a reputable brand and restore trust among employees, politicians, regulators, industry peers and customers. Building a positive relationship with Icelanders would be particularly difficult for Landsbankinn because it was moving forward using the decimated brand of its failed predecessor. The Icelandic people would want to know and see what exactly had changed that made the bank a trustworthy institution.
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