Banking: We Take It Personally.

• Position: ABAMN 2006 Financial Marketing Awards: Entry: Brand Campaign; Assets of under $500 Million - Nicolet National Bank - Brief article

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Institution: Nicolet National Bank, Green Bay, Wisc.

Assets: $457 million

Agency: Burham Richards Advertising, Green Bay, Wisc.

This bank is the fastest growing community-owned bank in Northeast Wisconsin. However, because the bank was still relatively new, consumer awareness was low.

The bank and the agency decided to develop a campaign that differentiated the bank, building on the bank's brand personality, which consisted of warmth, modern...