How to Monogram A Bank
MTB was purely a commercial bank competing in the financial “jungle” of New York City which was dominated by mega-global banks with billions of assets and highly powerful brands. In order to compete, MTB had to differentiate itself in a way that would appeal to financial managers and business owners.
Together, the MTB marketing team and Signature conducted a research study. In it they learned that all businesses – no matter what their size – expected to be treated with a high degree of personal attention by a senior bank officer. The prospects were very status-conscious and expected to be treated as such. MTB needed to be positioned as a smart, upscale talented bank that offered a high level of personal service to each and every customer.
Signature developed a campaign which appealed to this status-conscious target. The ads were very upscale and institutional, carrying the tagline, “Service as Personal as a Monogram.” The ads featured iconic images of status-oriented symbols – monogrammed cufflinks, expensive watches and pens. – embellishing the high level of personal service offered by MTB.
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