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U.S. Bank banking on new brand message to grow business

U.S. Bank is revamping its brand to drive home its message that it offers the "power of possible."

January 26, 2016

U.S. Bank is revamping its brand and undertaking an integrated marketing campaign to drive home its message that it offers the "power of possible."

The fifth largest commercial U.S. bank is sponsoring a volunteer relay tour that will hit 25 cities nationwide, and launching television spots in Denver and Cincinnati illustrating how it's the financial institution for small businesses to consumers wanting to build their dream house.

"From 19th century pioneers to 21st century entrepreneurs, U.S. Bank has always focused on helping customers achieve financial success and security," Richard Davis, chairman and CEO of U.S. Bancorp, stated in an announcement.

"Since the day we opened our doors, our employees have been passionately making possible happen for our customers, communities, and each other. Today we are formalizing it by introducing the Power of Possible."

The brand campaign was developed after an extensive market research effort regarding the bank's customers and customer values.

"Our new positioning is a declaration of our purpose and putting our customers at the center of everything we do," said Andy Cecere, president and COO of U.S. Bancorp. "It unifies how we communicate and meet the changing needs of our customers, deliver our products and services, and engage with our communities. It also demonstrates how we are working to help our customers build healthy, prosperous, and successful financial futures."