Branding.

• Position: IDEA BANK - Brief article

Reader's Guide

The "Idea Bank' showcases outstanding examples of advertising and other marketing campaigns from financial institutions of all sizes and locations. The names of all advertising and communications agencies are included where appropriate.

Putting the 'Brotherhood' in Banking

Institution: Brotherhood Bank & Trust, Kansas City, Mo.

Asset size: $517 million

Agency: Financial Marketing Solutions (FMS), Franklin, Tenn.

A longtime union-centric bank, Brotherhood Bank wanted to make its brand more appealing to nonunion customers after realizing that more and more of their target market was no longer tied to a union. the bank wanted to retain their loyal union customers and broaden their reach without dissolving their image of being a hard-working, highly...