Unbelievably good.

• Position: Branding - First Citizens National Bank - Brief article

Institution: First Citizens National Bank, Dyersburg, Tenn.

Asset size: $1.1 billion

Agency: Financial Marketing Solutions (FMS), Franklin, Tenn.

The bank wanted to modify and energize its brand--without losing any of its existing brand equity.

Using comments made by customers and employees during focus groups, the agency redesigned its brand to capture and embody an optimistic attitude. The colors, symbols and words selected were all bright, bold, vibrant, happy and innovative to reflect the bank's tradition of delivering "beyond expected service."

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A marketing campaign introduced the redesigned brand to the market.

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