Branding campaigns often carry a slogan. One goal of Webster's branding campaign is to make the bank's name stand out in the crowded field of financial services companies, said Margaret Steeves, Webster's vice president of marketing services. Banks and financial services companies are battling for a bigger share of each other's markets. Something really bad has to happen for someone to switch. The lofty, ivory-tower image that many financial services companies have with the public is also a hurdle Webster officials want to clear with the commercials, said Jeffrey Brown, Webster's executive vice president for marketing and communications.
People have to know that their bank is approachable.
One of the things we're trying to communicate is that we know what you're up against in everyday life. And, of course, quicker commercials. Now, it's not any different than selling soda pop. They're being pressured to offer a clearer identity because they have so many products to offer and there are so many companies that offer them. Repetition of a company's corporate branding campaign is key if it is to succeed, Quincy said.