ABA Banking Journal - August 2007 - (Page 12)

briefing sales, WAMU had its own handwritten, photocopied appeal to potential customers. Handwritten? From a national bank? In its own way, it had more impact than a billboard in Times Square. Head office in Seattle couldn’t readily recall the unconventional flyers, but spokeswoman Mary Kelley noted that marketing campaigns may be run at local branch level. “We give our stores latitude to run promotions they know will connect with the community.” Too cool for their own good? “experimental marketing” HSBC says it favors over “flak advertising.” There’s a danger that banks’ efforts to ‘get jiggy with it’ could backfire as spectacularly as Dr. Evil’s approach to She warns banks, “There’s a danger if you break the banker teenage son Scott, in the movie Austin Powers. Having just met stereotype that you come off as too cool, lackadaisical, or irrehis estranged son, the decrepit doctor advances on him in a stiff sponsible.” and jerky rendition of the Macarena, promising the retreating It’s the old tension between not losing trust while sharing in teen, “I’m hip, I’m cool… Scott, come to Daddy!” the warmth certain retailers enjoy. Sarah K. Levy, a recent law graduate, says she was repulsed Says, Yudkin, “Too much emphasis on style makes for a fleetto find Northfork’s ‘graffiti branch’ on the site of a former eth- ing brand that has to be changed often and so loses credibility.” nic restaurant near where she used to live. On the other hand, HSBC’s Recupero counters, “whether you’re a bank or not” she likes it that she can bring her dog into Commerce branches. there’s always a tension in corporate advertising between being “What bothers me is the fakeness of it all. I mean, graffiti is creative and being gimmicky. anti-establishment by its nature whereas banks are the EstabCommerce’s Williams, senior retail market manager for lishment,” says the recently graduated lawyer. Manhattan, says, “A lot of banks are definitely trying to change Equally, art is meant to be subversive, banking conservative. their look and feel, but I don’t think they can change a culture.” The tension isn’t lost on the NoHo artists. Harriet Fields, who Georgas, who used to work for Chase, says, “It’s easy to go organized the Commerce Bank exhibit, says that “as a kid” she after the disaffected customers of big banks by appealing to would have balked at having her work displayed in a business their sense that bankers don’t understand them or care to. “But premises, but now, “it’s a new world.” long term it’ll be interesting to see who prospers.” As a banking Brand expert Marsha Yudkin, CEO of NamedAtLast.com relationship deepens, customers inevitably want a broader range says, “Being caustic is more acceptable in big cities where it’s of services from one source, she maintains. Can the contenders harder to win loyalty.” provide? BJ An event showcased in HSBC’s head office last year is the kind of Common goals drive ABA/ACB merger proposal or many of the same reasons that their member banks join forces through mergers, the American Bankers Association and America’s Community Bankers announced that their boards had approved a proposal to merge the two trade groups. The chairmen of the associations made the announcement at a press conference in Washington on June 25. Pictured above at that meeting are Earl McVicker (r.) chairman of the ABA, and Mark Macomber, chairman of ACB. McVicker is chairman, president and CEO of Central Bank and Trust Co., Hutchinson, Kan., while Macomber is president and CEO of Litchfield Bancorp, Litch- F field, Conn. The two groups had attempted to merge several years ago, but the talks broke off. This time both boards supported the proposal, recognizing—as stated in a joint letter to bank CEOs— that “today, the ABA and ACB are aligned philosophically, and we are already working closely together on key legislative and regulatory matters.” Both associations have long and prominent histories—ABA was formed in 1875, ACB, whose roots are in the thrift industry, in 1892. The combined organization would retain the ABA name, while the ACB name would continue as part of the newly named America’s Community Bankers Council. In the joint letter, McVicker and Macomber said the combination would create “a stronger association that speaks with a more unified and influential voice,” and would provide a broader array of services to members—particularly community banks—than either group could provide independently. The letter also emphasized the intent of the new association to promote and defend charter choice for all banks. “The thrift charter and mutual form of organization will be a fundamental part of our core values,” it said. The merger is expected to be finalized in the fourth quarter. Ed Yingling would remain president and CEO of ABA, while Diane Casey-Landry, currently president and CEO of ACB, would become executive vice-president and chief operating officer of the combined association. www.ababj.com/subscribe.html 12 AUGUST 2007/ABA BANKING JOURNAL http://NamedAtLast.com http://www.aba.com http://www.aba.com http://www.acbankers.org http://www.acbankers.org http://www.acbankers.org http://www.ababj.com/subscribe.html

Table of Contents Feed for the Digital Edition of ABA Banking Journal - August 2007

Contents Editor's Column The Unbankers Snapshot: Do Share Repurchases Signal More M&A Activity Sleight of Mind Goals Behind Proposed ABA/ACB Merger ABA Resources ABA Chairman's Position Should You Sell Those Nonperformers Pass the Aspirin Branch Design - Evoking a Sense of Place Two Banks Take the LEED Move Over, Buddy Service Feature: Bankers' Banks Directory Websites: What's State of the Art for Banks? Citi Mobile to Go Strong with iPhone? Date First, Marry Later Mailbox Banker's Mart To Advertise/Index of Advertisers The Economy

ABA Banking Journal - August 2007

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