U.S. Bank Repositions Brand, Launches “The Power of Possible”
January 25 2016 - 9:00AM
Business Wire
Breakthrough Integrated Marketing Campaign Unveiled in Denver
and Cincinnati
Employees to Rally Communities in Nationwide Volunteer Relay
U.S. Bank (NYSE: USB), the fifth largest commercial bank
in the United States, today unveils “the Power of Possible,” a
new brand position, marking a modernized customer brand refresh
stretching across the entire organization.
The positioning reaffirms the bank’s dedication to helping
consumers and businesses achieve their financial goals and
objectives. It will be brought to life through an integrated
marketing campaign, kicking off in Denver and Cincinnati and an
unprecedented volunteer relay tour in 25 cities across the
country.
“From 19th century pioneers to 21st century entrepreneurs, U.S.
Bank has always focused on helping customers achieve financial
success and security,” said Richard Davis, chairman and chief
executive officer of U.S. Bancorp. “Since the day we opened our
doors, our employees have been passionately making possible happen
for our customers, communities, and each other. Today we are
formalizing it by introducing the Power of Possible.”
The campaign includes unique and evocative imagery, including
30- and 60-second television spots in Denver and Cincinnati that
use a cinematic, storytelling approach to demonstrate U.S. Bank’s
investment in its customers’ vision and possibilities – from
starting a small business to building their dream home.
Elements of the brand campaign can be found at: www.usbank.com
under the “About U.S. Bank” section.
“The Power of Possible” Brand Campaign
Over the past year, U.S. Bank has conducted extensive market
research to develop the new brand position that speaks directly to
its customers and their values, bringing together the financial
strength and stability of the bank’s business, its strong ethical
framework, and its customer-centric philosophy.
“Our new positioning is a declaration of our purpose and putting
our customers at the center of everything we do,” said Andy Cecere,
president and chief operating officer of U.S. Bancorp. “It unifies
how we communicate and meet the changing needs of our customers,
deliver our products and services, and engage with our communities.
It also demonstrates how we are working to help our customers build
healthy, prosperous, and successful financial futures.”
The integrated advertising campaign includes television and
radio advertising, out-of-home, print, digital, and social, with a
consistent look, feel and message that will thread through every
customer experience. Customers will also experience the new brand
reflected at more than 3,000 U.S. Bank branches in 2016 in a
variety of ways. The campaign is supplemented by various consumer
activations in local markets and across social media that emphasize
the Power of Possible.
Nationwide Community Possible Relay
As part of this initiative, U.S. Bank has also redefined its
corporate giving program to strengthen its collective impact under
the new name Community Possible. Community Possible has three
central themes: Work, Home and Play. Later this year, U.S. Bank
will launch a first-of-its-kind volunteer relay and revitalization
tour for the organization called the Community Possible Relay,
complete with a mobile, moving “baton” stopping in cities across
America. The program includes special teams of U.S. Bank employees
and volunteers who will work together to make an impact on their
community before passing a baton to the next team.
“Community Possible makes a big statement about the role banks
play in building stronger and more vibrant communities,” said Kate
Quinn, executive vice president, chief strategy and reputation
officer of U.S. Bank. “The Community Possible Relay will provide us
with a tangible opportunity to engage the communities where we do
business and mobilize them to help us make a lasting impact in the
areas of Work, Home and Play.”
About U.S. BankMinneapolis-based U.S.
Bancorp (“USB”), with $422 billion in assets as
of December 31, 2015, is the parent company of U.S. Bank
National Association, the fifth largest commercial bank in the
United States. The Company operates 3,133 banking offices in 25
states and 4,936 ATMs and provides a comprehensive line of banking,
investment, mortgage, trust and payment services products to
consumers, businesses and institutions. Visit U.S.
Bancorp on the web at www.usbank.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20160125005872/en/
U.S. Bank Corporate CommunicationsSusan Beatty,
612-303-9229susan.beatty@usbank.comTwitter @usbank_news
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