Banks Own You.
You Own Us.
Vantage West
Brand Platform
The illusive a-ha moment doesn’t always strike, but here it struck hard in the middle of a Sunday focus group when someone uttered: “I mean we all know banks suck. But there’s nothing I can do about it. It’s just the way it is.”
The lead planner furiously scribbled down these words: You have a choice - own or be owned.
That became the strategy and a direct inspiration to the most provocative tagline the credit union movement has ever seen. Banks are an antagonizing force, but ultimately we are fighting the complacency of a market who feels cheated by our financial system yet powerless in the face of it.
The new brand was now a call to action to do something about. And with it, astounding growth from $1.6B to $2.5B in total assets in just 4 years.
The lead planner furiously scribbled down these words: You have a choice - own or be owned.
That became the strategy and a direct inspiration to the most provocative tagline the credit union movement has ever seen. Banks are an antagonizing force, but ultimately we are fighting the complacency of a market who feels cheated by our financial system yet powerless in the face of it.
The new brand was now a call to action to do something about. And with it, astounding growth from $1.6B to $2.5B in total assets in just 4 years.
