When is an investment bank not an investment bank? When it's Goldman Sachs. After all, it is difficult to describe an institution as an investment bank when it makes just 14% of its revenues and 7% of profits from investment banking.

Scratch beneath the surface of Goldman's record third-quarter results last week and they confirm that the US bank employs probably the most expensive marketing team in the world. Only at Goldman Sachs it is called the investment banking division.