Helping customers feel good about their bank.

• Position: Marketing: News - Alpine Bank of Illinois - Brief article

An ad campaign that doesn't mention rates or financial products? That's what the Alpine Bank of Illinois, Rockford, Ill., decided to do earlier this year.

Starting in January, it printed a full-color ad every Saturday in the local newspaper. Each ad features a different bank employee, telling something about his or her personal life. The ads are designed to illustrate the impact that the bank's employees have on the bank's services. The goal is to build on the institution's brand image as "a bank you can actually like."

One ad describes the musical talents of a senior vice president. Another highlights the volunteerism of a commercial banking assistant vice president. Another tells of the compassion of a mortgage underwriting officer. The campaign will continue through the end of...