Case Study: Montgomery Bank & Trust
Montgomery Bank & Trust has called Ailey, GA home for more than 80 years. Since its inception, MB&T has grown into a community bank serving the local Montgomery and Toombs County areas. Facing the economic recession, the organization made internal adjustments, secured additional funding from investors and developed a progressive business plan to move the bank forward. With renewed strength and ever-increasing support from the community, MB&T required an identity to match its new vitality, positioning the bank for the future.
Kidd Group conducted market research identifying competitive advantages regionally and locally. Additional information regarding the bank’s history, internal values and community support created the platform for the brand development. Distilling this information down was essential to uncovering a unique position for the new Montgomery Bank & Trust brand. Research lead us through the history of Montgomery County and Major General Richard Montgomery, a Revolutionary War hero, but the true discovery came from the shared values of bank employees. Based in family, generosity and community, we found a common thread and the symbol of hospitality: the pineapple.
The history of the pineapple dates back to early European settlers and is a popular motif in architecture representing wealth and warm welcome. More remarkable, it can be found atop General Montgomery’s monument and a fountain outside a MB&T financial center today. Montgomery Bank & Trust and its employees embody the meaning of welcome: graciousness, a desire to improve and willingness to reach out to others.
With pineapple topped burgers, individual upside-down cakes and a hundred fresh pineapples, Montgomery Bank & Trust successfully launched its new brand internally to employees and stakeholders. Each employee was presented with a polo shirt and a pineapple, with an attached brand statement card. The employees instantly connected with the new logo and proudly represent the new Montgomery Bank & Trust brand. The external launch included a new website and sponsorship of the Vidalia Onion Festival through radio, print and promotional items such as welcome mats. With the new symbol representing its past, present and future, Montgomery Bank & Trust is well positioned to grow and support its community – for years to come.
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