With a flashy new advertising campaign and a new slogan – Doubt never did – Commonwealth Bank is seeking to put more meat on its bones.

The lengthy and, by the looks of it, very expensive TVC is typical of so much modern banking advertising, with no call to action and stuff all to make a viewer think the ad might even be relevant to banking.

This won’t matter much. What matters is that Commonwealth Bank might be trying a little harder to produce business outcomes and results that would justify its incredibly inflated share price.

The perennial market leader and chief overseer of the Australian banking cartel, Commonwealth Bank occupies an unprecedented position in the industry.

Number one in practically every product category that matters, and barely the least bit troubled by any of its major bank rivals and with a management team making strides in stepping down the cost curve (vi AI, among other things) CommBank has no peers.

What Commonwealth Bank lacks is a market share (and momentum in its market share) that would justify its (apparently) world leading valuation.

The acid test will be CBA’s full year results in four weeks time.

These need to do more than beat consensus forecasts for its profit and the dividend.

Commonwealth Bank needs to outperform on any metric you can think of and preferably amaze.

Brace for disappointment.