Here are three snapshots of our success in this market:
In 2013, Triumph Bancorp finalized its acquisition of THE National Bank, a retail bank with 18 locations in Iowa, Illinois and
Wisconsin. The retail presence of THE National Bank provided a new dimension for the holding company, but the brand badly
needed an update that reflected what made it unique. That’s where we came in.
M/C/C conducted employee, customer and non-customer research that provided insight into existing perceptions, awareness,
competitive advantages and opportunities. Using that research, we developed new market positioning that leveraged the
bank’s customer service advantage and played on its stability and community involvement. The resulting brand conveys warmth,
pleasantness and ease in order to directly address market priorities.
We completely revamped the bank’s messaging and materials, injecting vibrant, new life in the copy and imagery along with
a new name, logo and tagline to identify the brand. To create awareness for the new name and the bank’s message, we rolled
out a campaign for both internal and external audiences, using signage, direct response, collateral and print, outdoor and
As Triumph Community Bank begins its next chapter, we’re glad to have helped with the story.
Long before making M/C/C its agency of record, Professional Bank had done good job of building its brand when customers visited its branch locations. Each Professional Bank employee developed friendly, one-on-one relationships with customers in branches that felt more like a friend's living room than a traditional, stuffy bank. This rang true to Professional Bank's history as a community bank and offered customers something different and better for their bank experience. Problem was, the bank's marketing communications did not reflect what made the bank so great. The website, while professionally designed, made the brand seem distant, impersonal, even cold, while most of the printed collateral was created inhouse by bank employees with no training in marketing, design or advertising.
Immediately after winning the account, we initiated market research with the bank's key customers to determine what they valued and how they perceived all of their touch points with the bank. The objective was to develop a consistent and meaningful brand foundation that the bank could uphold for the long run. Using the resulting market insight, we established a new strategic brand position and the building blocks of a solid brand, including a new logo, tagline and website. No longer would the bank's customers feel one way when visiting the bank's lobby and another when visiting the website.
Feedback from customers was immediate and overwhelmingly positive. And so was the bank's growth. In no time, the small community bank had opened two additional locations and increased its asset value five times. One particularly large player in the market caught wind of this success and acquired the bank.
Providing auto financing directly to customers in one of the nation's most competitive auto dealer markets, FairLease needed to develop a brand to separate itself from the crowd and increase awareness with car shoppers. Through market research, we learned what makes the auto shopper tick to develop a brand that strategically positioned FairLease as everything traditional car dealerships are not. The premise that FairLease was the "anti-dealer" became the foundation of all communications, which ranged from online advertising to employee communications to POP materials to social mediato guerilla marketing. Just one year after rebranding, FairLease had increased its website traffic by 200% and, even better, experienced substantial business growth.