Customers have their say about Frost bank.

• Position: MARKETING NEWS

THIS SUMMER FOR A BRANDING CAMPAIGN entitled "What We Believe," Frost National Bank (assets: $16.3 billion), San Antonio, Texas, invited its customers to do most of the talking about the financial services company.

The campaign included a booklet, a microsite, online banner ads and print ads.

The booklet was entitled, "What We Believe," and it contained a list of 11 statements reflecting the bank's core values and customer relationship philosophy. The first statement was, "We believe bankers should know their customers by name and vice versa." The last page of the book ends with "We believe there is only so much you can learn from a book," with a toll-free number, answered directly by dedicated specialists in Frost's Care Center who can help make the move to Frost easy. The last page also contained the URL of the microsite.

The microsite (WhatFrostBelieves.com) contained customer testimonials describing how the bank has delivered on each of the 11 statements. After testimonials were...