U.S. Bank has launched its most extensive brand-building campaign to date with the help of Minneapolis advertising agencies.
"The Power of Possible" includes TV, radio and newspaper ads, as well as social media engagement and other digital pieces.
The idea behind the branding effort, which launched Monday, is to show consumers the range of possibilities someone has when partnering with the right financial institution.
The bank's marketing efforts have grown, including buying the naming rights for the new Vikings stadium, said Kate Quinn, executive vice president and chief strategy and reputation officer at U.S. Bancorp, the country's fifth-largest bank.
"We have a great story to tell, but we weren't telling it that great," Quinn said. "We were really focused on talking about products … but we never really talked about U.S. Bank overall."
The bank declined to disclose its marketing budget.
The brand repositioning took about a year to plan and was mainly a local affair. Little and Company helped the bank complete a brand positioning strategy. Then ad agency Carmichael Lynch developed the campaign. Spong, Carmichael Lynch's sister PR firm, is in charge of social media marketing.
The work started with the company creating a purpose statement and set of values, which led to further research on core customers, said Kris Lindquist, associate creative director at Little.