Following the economic meltdown of 2008, most banks took the ongoing crisis as a sign to hunker down. Bank of the Ozarks saw an opportunity for growth and set out to selectively acquire distressed banks as a strategy for expansion. Ramey was tasked with developing a new brand campaign to introduce Bank of the Ozarks to its newly acquired markets and reassure its newfound customers.
The banking industry was dealing with a period of failures, acquisitions and uncertainty. In this environment, Bank of the Ozarks needed to capitalize on its commitment to community banking while demonstrating its solid financial foundation.
Ramey developed a new brand campaign focused on the bank’s key point of difference—a higher level of customer service. The resulting branding concept focused on bank/customer relationships with a new tagline: “You have a friend here.” The campaign helped assure new customers that they were in good hands and provided an internal rallying cry for both old and new employees.