I really liked the idea behind this solution being developed by Bank of America for anti-phishing. 
It’s really the simplicity that I like.  In short, it allows a
bank of America customer to customize the web page for their on-line
services … with a picture of image of their choice.  So now,
when a customer goes to log into the Bank of America site, they can
verify that the image is the one that they picked!

I know that there is still the general phishing scam that can be sent
out indicating that “Oh yeah … we had big problems with your server,
and your image can not be shown!” … or “Uh … we lost your image,
please log in and set your image again!” … but this is a very good
start.

The idea of customizing the page … to maybe even allow the customer
to choose among different types of customization … will allow users
to easily notice the differences in the web site, and then identify
potential phishing scams.

Simple … and a good start.