“…The banks' names also changed from, for example, generally denoting particular vocations or communities to names that nodded to Iceland's history in one way or another, or that were international and generic. 44 An example is Islandsbanki (or Bank of Iceland), which changed its name to Glitnir bank, with great fanfare over that name's association with Nordic mythology. 45 The banks' advertisements were transformed, from stressing 'safety' and service for everyday customers, to emphasising easy profits in an international landscape, yet also invoking Iceland's nature and history.…”