Capturing broad product and service offerings in a unified brand

When you offer a broad range of products ands services, both tangible and intangible, a compelling, unified brand is the key to tying them all together. Rob Camper, Strategic Brand Director at Cadence Bank, talks about how they sell all their offerings with a single, purposeful brand - revolutionizing the banking experience.

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, Vice President of Strategy at Savage and my guest again is Rob Camper, Strategic Brand Director at Cadence Bank. Rob, I’m so glad you’re back on the show.

Rob: Thanks for having me. It’s really great to be here, Robin.

Robin: Well, last time we talked branding within your industry, but today I wanna talk a little more about the brand at Cadence Bank. I think most of us for the most part think of banking brands as being intangible. So how do you approach that at Cadence?

Rob: Well, first off I would say is banking really intangible? Is someone who does your taxes is tangible? Banking’s such an amazing mix because you have products. You have definite products. Just like okay, I have this package with U-Verse or I have this package with Comcast. Okay, I have this checking account, I have this savings account. Those are products, but we have services, too, where a small business advisor would help you find your way in the financial world. A private banker would help you manage your entire family’s goals and dreams. Banking as a whole encompasses all of these things. That’s what makes branding so amazing, is that you can have all of these different kinds of things if your brand connects them all together. There you have it. If you can do that with a brand, then that’s how you can have all these different kinds of product offerings and services all come together and make a brand out of it.

Robin: Well, I’ve heard you say before that what Cadence Bank is doing is really revolutionizing that whole bank experience. So how do you get people to buy into that?

Rob: Well, first off, I’m not creating a brand out of thin air. I didn’t go to the leaders and say, “Here’s what I think would be a good brand to have.” When the leaders came together to make Cadence Bank they set out to do something revolutionary. That’s what attracted me to them. They went out to revolutionize banking. That was their mission. So, all I helped to do was to crystallize that and say let’s bring those values out, let’s bring the revolutionary idea out and let’s bring it out to such a way that our audience can perceive that and understand that that’s really what we own.

Robin: And I think our audiences will understand how to bring that brand to life. Thank you for sharing.

Rob: You bet.

Robin: This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.

 

 

Cadence Bank is a regional bank with more than 100 locations across Alabama, Florida, Georgia, Mississippi, Tennessee and Texas. Cadence offers personalized service and knowledge of the particular challenges of its customers. Along with a commitment to leading the banking revolution, Cadence is passionate about giving back to the communities where its employees live and work. https://cadencebank.com/