Banking made simple.

• Position: ABAMN 2006 Financial Marketing Awards: Entry, Brand, Assets Under $500 Million - First Security Trust Bank Inc. - Brief article

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Institution: First Security Trust Bank Inc., Florence, Ky.

Assets: $90.1 million

Three years after opening its first two branches in Northern Kentucky, the bank was still not very visible. The bank did a marketing audit and developed a strategic marketing plan. Next, it developed a new brand promise, "Banking Made Simple." The emphasis was taken off of products and put back on performance. The apple was chosen as the...