Challenging People to Challenge Their Banks

To stand out in a commoditized, undifferentiated category and to get consumers to switch banks, Associated Bank needed to increase awareness of its brand, which includes its excellent customer service and its full-service banking solutions. It had to start behaving like a challenger, because the big boys just kept getting bigger.

Though many banks speak hollow words to their customers about their service, Associated Bank walks the walk and talks the talk by delivering award-winning customer service. Actually knowing a customer's name and unique needs is a big deal in banking, so we leveraged the personal nature of Associated Bank's customer relationships to help it stand out.