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Webster Bank had an existing brand platform they believed in. But the challenge was how could they get consumers to believe in it, too . . . when our research showed that they liked the idea of “Living up to You”, but weren’t sure what it specifically meant for them.
To make the brand platform more relevant to Webster Bank’s audiences, we dug deeper to learn what brand territory was claimed by competing banks and where “white space” existed that Webster Bank could own, deliver on . . . and reverse the perception that nearly 86 percent of consumers held: There’s not much difference among banks.
Our market research revealed that responsive, caring and personalized support was very important . . . and none of the competitors indexed positively for. So we infused our brand platform with all the ways Webster Bank is “Living up to You” and demonstrated that the bank can personalize solutions to achieve what matters most to customers. Then we further claimed this “white space” with an omni-channel campaign across Webster Bank’s entire footprint.
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