This full rebranding project started with a simple question from the Marketing VP, How can we better connect with our business and union decision makers outside of Chicago?
Turns out they all call the bank by its nickname, "ABOC", not by the name on the signs, "Amalgamated Bank of Chicago."
Union customers are tough. They have high standards and getting them to switch banks is hard work. One customer in a stakeholder interview told me, “I've been divorced twice, and it’s easier to divorce your wife than it is to divorce your bank.”
We hung that quote on the wall and went to work on a brand foundation that would make it easier for B2B customers to switch to ABOC, all the way down to rebranding the products designed specifically for Union Banking.
This article below is just the start of this campaign that helps connect the new Brand to new Demand. The new signs on LaSalle Street look great, but the new attitude inside the employees we work with is the most exciting part of a transition like this.
In the next weeks, I'll share more about the story of 2 hexagons becoming 1 new, unified icon, the building of a new foundation to differentiate a 100 year old bank, the connection between the new brand and generating new demand, and how listening to your customers unlocks new solutions. #ListenTwiceSolveOnce #BrandPositioning #DemandPositioning #KUZMAand
If you love the connection between Brand and Demand, let us help you get them speaking the same language.
https://lnkd.in/dgif7k62
Marketing Communications Specialist at ABOC
3moThank you, Paul! I've really enjoyed working with you and the KUZMA& team. I have learned a lot and appreciate the continued partnership!