First decide who you are: how the management of a de nova bank went searching for an identity that would help drive the institution's launch.
ABA Bank Marketing › Vol. 39 Nbr. 3, April 2007
Linked as:
Summary
Branding
See the full content of this document
Extract
First decide who you are: how the management of a de nova bank went searching for an identity that would help drive the institution's launch.
[ILLUSTRATION OMITTED]
This is the story about how a brand was developed for Presidio Bank, the first new bank in more than 20 years to be headquartered in San Francisco. Development of a brand for a new bank is a relative rarity, and the challenge was to successfully launch the new brand quickly in order to establish awareness and credibility, and therefore help to build the bank's market share. Another major challenge was the timeline, which was aggressive, altho...See the full content of this document
Sponsored links
