Banking on Success
A Show of Regional Strength
First Tennessee was looking to refocus its corporate strategy to speak to its strength and stability as a regional bank leader.
Powering Your Dreams
Dragon Rouge helped communicate First Tennessee’s strategic shift to emphasize its viability as a major regional player through a new brand positioning and a new tagline.Through market research, stakeholder analysis, and consumer validation, Dragon Rouge identified ‘Powering Your Dreams’ as the optimal tagline that addressed the needs of four key target customer groups. The tagline reflects the core brand idea built around the customer’s core needs to fulflll their personal drive and how First Tennessee provides convenient everyday interactions and objective advice for long term needs. “Going through this process with Dragon Rouge gave us a clearer understanding of how to communicate with our core customers based on their needs and where First Tennessee is most credible as a financial services provider,” said Dan Marks, chief marketing officer for First Tennessee.
From Dreams to Reality
First Tennessee launched its new positioning with a new ad campaign (developed by Memphis-based Thompson & Company). With one of the highest customer retention rates of any bank in the U.S., First Tennessee continues to “power dreams” and help bring the individual goals and aspirations of their customers closer to reality.
Did you know?
In 1864 the monthly rent for First National Bank of Memphis (the bank changed its name to First Tennessee in 1977) was $75. The name for the state of “Tennessee” originated from the old Yuchi Indian word, “Tana-see,” meaning “The Meeting Place.”