Something we are sadly lacking in this market is positivity in messaging, especially in categories that have received huge amounts of (justified) public anger, such as financial services.
While the country is digesting the errors that were made, we will have to put our toe back in the water eventually and at that point, hope and optimism – coupled with hard work – is what will be needed. An institution that can champion this hope and optimism and its importance in stimulating the economy would find itself differentiated from its competitors.
We found a great example of this in the US market. South Umpqua State Bank was formed in 1953 in Canyonville, Oregon with six employees. Now the bank employs a store type model and a relatively flat administrative hierarchy, with one central manager. The reason for this is to remove the ”that’s not my department” thinking of employees and allowing all of them the ability to work in all areas of a traditionally specialized banking industry.
What stands out about the company is its open and simple optimism and the fact that it deals with negative economic environment head-on and with hope. We know this kind of optimism would be welcome in the capital of doom and gloom. We love the tone of their communications.
Check out their TV spot on their home page at: www.umpquabank.com
