A brand refresh that highlights financial education.

PositionBranding - Brief article

Institution: Beneficial Bank, Philadelphia

Asset size: $5 billion

Agency: Brownstein Group, Philadelphia

The bank recently launched a brand refresh designed to highlight its longtime commitment to financial education.

The new campaign used a mixture of education and humor to underscore the complicated and often confusing modern financial world. The campaign introduced a new tagline, "Your Knowledge Bank."

Campaign elements included outdoor billboard and transit ads; 30-second and 60-second radio spots; television commercials; top-tier and regional print; digital advertising; a strategic public relations program; an internal communications program; and guerrilla marketing (street teams that engaged with the community ).

Activations included citywide pop-up events, branded merch a Ildlze...

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