Say what you want about that infamous Rolling Stone article about Goldman Sachs. It managed to come up with a metaphor that stuck: The company "is a great vampire squid wrapped around the face of humanity, relentlessly jamming its blood funnel into anything that smells like money."

The Financial Times has noted that it seems to have gained a certain traction. "Rival Wall Street bankers, for whom Goldman-hating is a sport even more cherished than golf, use it ad nauseam." The FT's Lex column has referred to Goldman Sachs as a "cephalopod." Certainly, this has attained a certain status, reserved for only a few, controversial, maligned companies that seemed to mint money, the likes of Microsoft in its heyday and more recently Google. This is certainly a PR challenge, especially when financial regulation is such a hot topic. 

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