In 2008, First Tennessee refocused its corporate strategy from a super-regional multi-service player to a regional bank.

Dragon Rouge was engaged to develop a new brand positioning that communicates this strategic shift and enhances First Tennessee’s relevance as a regional provider.

Through market research, stakeholder analysis, and consumer validation, Dragon Rouge identified ‘Supporting Your Personal Drive’ as the optimal brand idea that could apply across 4 key constituencies (2 retail, 2 business).

This brand idea inspired the development of a new tagline:
‘Powering Your Dreams.’

Dragon Rouge also developed a new verbal identity, including brand personality, tone of voice, and key messaging strategy to bring the positioning to life.