BANKS' BRAND AND CAMPAIGN MESSAGING

• BBVA Compass Bancshares Inc's brand and campaign messaging say "Creating opportunities"
• U.S. Bancorp's campaign message is different from the message of the brand. The brand message says "Banking that's just your style".
• PNC's brand message is "Make Today the Day" and their ad campaigns are the same.
• Citizens Financial Group (Citizens Bank) says "Does your money have a plan?".
• "Count on more" is the brand message for UMB Financial.
• Zions Bancorp NA's brand message is "We Haven’t Forgotten Who Keeps Us in Business".
• Huntington Bank message "We're for People" is the same as its campaign messaging.
• Bank of the West has one message for both its brand and campaign, "The Bank for a Changing World".
• TCF Bank's brand message says "Bank with a team that supports your financial wellness".
• "What's Important: Solutions to Help You Succeed" is the message of the M&T Bank.
• According to Santander Bank, "Respect adds up", which is both their brand and campaign message.
•  "Do It Right" is the brand and campaign message for the Ally Bank.

RESEARCH STRATEGY

FINDINGS

Simple

• Simple Bank's brand messaging on its website is as follows: "Bank, budget, and earn 30x the national average with 2.02% APY. Open your accounts in just a couple minutes."
• Its campaign messaging is as follows: "Like a bank, but Simple."

USAA

• USAA's brand messaging on its website is as follows: "We proudly serve military members and their families. Confident. Private. Protected."
• Its campaign messaging is as follows: "Find help at every turn."

GoBank

• GoBank's brand messaging on its website is as follows: "No overdraft fees. No worries."
• Its campaign messaging is the same as the overarching brand slogan above.

Chime

• Chime's brand messaging on its website is as follows: "Banking made awesome."
• Its campaign messaging is as follows:"Start banking today at chime.com."

BankMobile

• BankMobile's brand messaging on its website is as follows: "Secure financial growth. On your terms."
• Its campaign messaging is the same as the overarching brand slogan above.

Axos Bank

Prudential

• Prudential's brand messaging on its website is as follows: "Prudential Bank is Here for You!"
• Its campaign messaging is as follows: "Prudential Bank is your perfect partner. Let us finance your dreams."

MetLife

• MetLife's brand messaging on its website is as follows: "How benefits make a difference in real people's lives."
• Its campaign messaging is as follows: "Navigating life together."

Firstrade

• Firstrade's brand messaging on its website is as follows: "At Firstrade, we stand by our core values every day: Low Costs, Higher Standards."
• Its campaign messaging is as follows: "True Value Investing, Only at Firstrade."

Charles Schwab

• Charles Schwab's brand messaging on its website is as follows:"Welcome to a more modern way to invest."
• Its campaign messaging is as follows: "Satisfaction guarantee."

TD Ameritrade

• TD Ameritrade's brand messaging on its website is as follows: "Straightforward pricing. No surprises."
• Its campaign messaging is as follows: "At TD Ameritrade, your futures questions get answered."

Fidelity

• Fidelity's brand messaging on its website is as follows: "The Beginning of an Incredible New Chapter."
• Its campaign messaging is the same as the overarching brand slogan above.

RESEARCH STRATEGY