Say Yes to the Rebrand w/ Lee Lamb
Every bank marketer who’s considered a rebrand has the same fears: the cost, the timing, the name. Lee Lamb had them too. Two months after launch, his answer for anyone who’s wondering is a firm yes.
In this episode of He Said, She Said: Razor Branding™, Jaci and Michael sit down with Lee, SVP of Marketing and Brand at Accordia Bank and its fintech partner Quill Bank, based in Pleasant Grove, Utah. Lee walks us through the inside story of rebranding from CC Bank (Capital Community Bank), a name lost in a market full of C-sounding banks, where awareness had stalled in the low 40s. He explains how “spend now to save later” won over a board that included the bank’s original founders, why the team split its community and fintech businesses into two brands, and why a phased launch kept customers informed before a single sign came down. The early results include 23% aided awareness within six weeks, and employees and customers asking for merchandise faster than the bank can make it.
In this conversation, you’ll hear:
- Why a growing bank still had a brand problem, and how Lee made the case to his board in about an hour
- How Accordia Bank and Quill Bank split the community and fintech sides of the business
- Why a phased launch that educated customers six months ahead avoided the backlash
- How to balance community sponsorships with the rest of the marketing mix
- Why a rebrand is a marketer’s chance to prove they drive revenue, not just flyers and merchandise
Listen wherever you get your podcasts or at razorbranding.org