Case Studies
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Strengthen a Brand
The key to building a brand is not the quantity of the advertising purchased, but the quality of the advertising created. It’s about accurately positioning the product or service, then disseminating a meaningful and memorable creative message to generate positive awareness in the minds of consumers. Awareness that leads to results.
At LM&O, we work as hard on the first step of this process as the second – and sometimes, due to a change in the market or environment, this requires repositioning the brand to better connect with consumers.
Read on to learn how we helped Chevy Chase Bank successfully build their brand despite a crowded playing field and fierce competition among larger institutions.
Chevy Chase Bank
The Challenge: Banks, banks everywhere...
When Chevy Chase Bank hired us in 2004 to create a brand awareness campaign to differentiate themselves from their competitors, there was a glut of banks in the DC area and another big one was preparing to enter the market. Chevy Chase Bank was poised to expand, but their existing tagline was not working.
The Result: One name stands out!
Following a strategically timed advertising campaign to introduce a new tagline, Chevy Chase Bank’s brand awareness soared and tested better in recall and correct association than any other major bank in the region – despite being outspent in advertising dollars by up to three times!
How did we help our client to succeed?
While there may be many factors that influence where consumers choose to bank, our research and in-depth knowledge of the Washington area consumer revealed that four of the top five had to do with "convenience." So, our creative focused on these convenience factors (bank branches & locations, ATMs, etc.) enabling Chevy Chase Bank to essentially "own" this message. This coincided nicely with the Bank's plans to add new branches and to continue to blanket the region with its ATMs - and it created an opportunity for us to conduct an aggressive TV, radio, print and online advertising campaign prior to the arrival of the new competitor.