My client, Community Bank, already had an excellent positioning statement when I began working with them: More than you ever expected. The only problem was that no one seemed to notice it or "get it." And certainly, this positioning statement wasn't imprinted in their customers' or potential customers' minds.
I suggested that we use the word "more" along with benefit statements to call attention to the geat products and services their bank offers. The "more" would be the constant. Most pieces also included a follow-up question such as, "Isn't it time you expected more from your bank?"
This approach was used in ads, direct mail, outdoor, signage - virtually everywhere. The result: bank employees told us their customers call them the "more bank." They received many letters and phone calls quoting their tagline, praising the bank's employees for providing more than the customer ever expected.
Mailings to their current customers:
Mailings to prospective customers:
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