Wells Fargo uses customized binders to reinforce brand image.

• Position: New Products - Wells Fargo & Co. - Brief article

To market its Portfolio Management Account (PMA), Wells Fargo & Co., San Francisco, gives custom binders to its account holders. The PMA is the bank's top-of-the-line relationship account providing money management and growth. The customized binder is tabbed for each month of the year, enabling account holders to keep their monthly statements.

These particular binders are provided by VIP Presentation Products, St. Augustine, Fla., which calls its binders the "Cadillac of binders."

"It's a very nice looking binder, the look and feel of it," says Craig Fillingham, materials production analyst for Wells Fargo. "It's for a higher-end product and it represents us well."

The company says its binders are an improvement over the traditional clear-overlay binders available from office supply dealers, into which are inserted printed sheets, and other traditional methods. The VIP Presentation binders are available in differing binding styles that offer more elegant presentations.

The...