First Tennessee Bank has a reputation for outstanding customer service. Yet extensive research by HY Connect showed something even more important to customers: control. Today, people expect the flexibility to bank where, when, and how they want. And unlike the pre-Recession days of the mid-2000s, today’s banking customer has a smarter, more sensible attitude toward managing money. A new brand position, “Take Good Care of Your Money,” addresses this mindset. It reflects the customer’s control, an ease of banking, and a shared sensibility about financial decision-making.
First Tennessee reshaped its image to connect with savvy banking customers. Print and digital ads pair clever headlines with relevant offers to drive users to custom landing pages for measurable results. An added emphasis on modern conveniences complements the First Tennessee tradition of timeless customer service.