How peanut butter and jelly aided a bank merger
WESTERN STATES BANK
Branding | Integrated campaign
RESULTS
Comforted an uncomfortable audience
The merger announcement provided information and comfort to the three community banks’ audiences.
Quashed the fear of customer attrition
Reinforcing the unified bank’s commitment to helping everyone prosper, together, prevented competitors from poaching customers.
Carried the bank into the future
The new bank is still the place to go for real, old-fashioned partnership and problem-solving – things sorely lacking at “big box” competitors – but now people know it boasts the high-tech offerings it used to lack.
THE STORY
The three banks that were uniting under the Western States Bank brand shared similar cultures and deep client commitment. Thus “Better together” was born. This simple (and scalable) message reassured audiences during the merger and gives them reasons why they should continue to believe in the unified bank.
With customers who rely on hometown values and stability, Western States Bank needed to navigate a potentially disconcerting merger – and emerge with its trust intact.
