Everyone needs an anchor.

• Position: Branding - Camden National Bank - Brief article

Institution: Camden National Bank

Asset size: $2.3 billion

Agency: Kemp Goldberg Partners, Portland, Maine

In 2011, the hank unveiled a new advertising and marketing campaign--and a completely redesigned website. The action followed an intensive brand research study that included focus groups, and surveys of stakeholders and customers. Research revealed that the bank was viewed as a trusted, genuine partner--one that serves as an anchoring force providing stability during times of volatility and confidence during periods of calm.

The bank leveraged the research findings and the anchor image used as part of its logo for 100 years to come up with the "Everyone Needs an Anchor" campaign. The campaign was intended to reinforce the bank's reputation as a trustworthy partner to its customers, stakeholders and the...