Ready when you are.

• Position: ABAMN 2007 Financial Marketing Awards: Humor, First Place; Asset Size of $500 Millon to $1 Billion - Marketing of First Independent Bank - Brief article

Institution: First Independent Bank, Leesburg, Va.

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The 95-year-old bank previously had a reputation as safe, stodgy, boring and definitely not "funny." The bank decided to change all that with a brand relaunch designed to reposition the institution. The campaign focused on the situations that customers find themselves in when they decide "to get serious about money"--which was the new definition of the bank's...