One Name. Five Banks. A State to Win. W/ Stan Sorensen
Most banks say they’re community-focused. Altabank had to prove it by tearing down the names people trusted most.
In this episode of He Said, She Said: Razor Branding™, Jaci and Michael sit down with Stan Sorensen, Chief Marketing Officer at Altabank, a Utah-based community bank with over a century of history and a footprint that spans the entire state. Stan came to banking from tech and healthcare, joined the bank to lead a rebrand, and — eight years later — hasn’t left.
He gets into what it actually took to consolidate five operating names into one, why the hardest part wasn’t the rebrand itself but managing the emotional fallout in the communities that felt the loss, and how his lean team of five runs national-caliber marketing by knowing exactly where their lane starts and stops. Stan also breaks down how a fresh set of outside eyes unlocked a campaign idea they’d been sitting on for three years — and why that’s the real argument for never letting your agency get too comfortable.
If you’re a B2B marketer navigating a rebrand, fighting for budget with a board that wants data, or trying to prove that community involvement is a brand strategy, not a PR stunt, this one’s for you.