Bremer
Challenge:
In a race to build the biggest bank, the industry climate was characterized by a world of acquisitions when Minnesota based Bremer approached Initio with the objective of gaining a presence in the metro area. To make themselves visible amid the giants that had overrun the cities, community oriented, non-profit Bremer had to uncover a unique point of differentiation that they could build on.
Solution:
With a tradition of community involvement and peerless customer service, Bremer was in a natural position to take advantage of their status as a bank you can shake hands with, as opposed to the gigantic consolidated institutions where one is truly just a number. "We see banking differently" was the message we created to support this position, communicating the fundamental difference between Bremer and other banks: seeing people differently. Universal in its relevance to commercial and retail customers as well as employees, the position translated to communications, employees and to how customers felt about Bremer.
Results:
New customers were brought in. The company's assets increased by $3 billion over the next four years. Surveys revealed the highest service ratings of any bank. Big doesn't necessarily mean better.