People have more access to banking tools and resources than ever before, yet money management is still one of the most common stressors in our lives. Part of the problem is that most banks talk about money rationally, yet our relationships with money are mostly emotional. It’s distancing language that prevents the industry from being a part of the solution. We helped Regions get real about the role it plays in people’s lives by introducing a brand platform that shows how Regions focuses on the person behind the money and all the things, large or small, that customers consider bigger than banking. After all, a savings account isn’t just a savings account. It’s a wedding or a college education. Or sometimes just a way to make the little things happen — like Taco Tuesday.
This powerful brand platform (as well as the refreshed brand positioning that drove it), goes beyond marketing to include how we think about tools, hiring, the in-branch experience … everything, really. Since its launch, we’ve built better connections and resonance with our target segments and incorporated a strong localization strategy to help Regions feel more relevant in core markets. Best of all, marketing contribution to new accounts has never been higher, while cost per acquisition has never been lower.