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Wells Fargo must do more than fire its CEO to mend its image, critics say

Wells Fargo must do more than fire its CEO to mend its image, critics say

A red stagecoach, pulled by a team of six galloping horses and driven by a ruddy-faced man in a tan stetson, rumbles across a field of dry grass at the foot of a mountain range, all under a clear blue sky.

That image, harking back to the 164-year-old bank’s beginnings, accompanied an acknowledgement of wrongdoing and a promise to make things right that Wells Fargo & Co. offered to millions of its customers Thursday. Wells Fargo took out full-page ads in newspapers across the country as the San Francisco bank began the long process of trying to restore its scandal-tarnished reputation.

The bank made another nod to its corporate heritage late...

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