Associated Bank launches new branding campaign

Associated Banc-Corp announced the launch of a new branding campaign which features at least a dozen retail and commercial customers, including Green Bay Packers quarterback Aaron Rodgers.

The campaign highlights a bright, welcoming green chair as a metaphor of the customer experience with Associated.

The commercials launch a campaign around the Associated brand and the customer experience.

Two television commercials were shot in August. One focuses on the overall brand and the other focuses on the bank’s convenience and accessibility. Radio ads, outdoor billboards and online ads round out the promotion. Additional commercials were shot in October and will run in November and 2014.

The bank also introduced a new tagline, “A good fit,” along with the chair. The chair appears in places both expected and unexpected, and is intended to demonstrate how Associated is “a good fit” for its customers’ lives.

“Through the eyes and experiences of customers, the various print and broadcast vignettes were produced,” said Dawn Riedel, senior vice president, director of marketing services and brand management, Associated Banc-Corp.” Our team went out and talked with customers they told us how much we help them in their daily lives, and how our bank and our colleagues are important to them. We are so happy with how this developed; our customers speak for us and we can’t ask for better brand ambassadors.”

The customers featured in the campaign range from a Racine area Spanish teacher and a Brown Deer-based trucker to a new father from Green Bay and an Oconomowoc small business owner. Additionally, John Bergstrom appears on behalf of Bergstrom Automotive, representing Associated’s commercial customers.

“The branding campaign is about how we do business, and our commitment to being clear and capable. We are very proud of our relationships with our customers and this was a wonderful chance for us to highlight them,” said Phil Flynn, president and chief executive officer, Associated Banc-Corp. “The promotion is organic, and authentic; these are real people who are devoted customers and strong proponents for how we do business.”

The commercials were produced with locally-based creative and production agencies, Versant in Milwaukee and CI Design in Milwaukee’s Historic Third Ward.

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