speak CBC.
Our style of branding, marketing and advertising for banks and credit unions can't be found in textbooks. So it should come as no surprise that we use terms you may not have heard before. Here's a quick brief in our lingo—you'll need it if you want to hang with us.
Advertising agency
The place to go when you need to purchase 3 column inches by 12 of newspaper space. See “one-dimensional.”
Brand
The overall image your company portrays through the story it tells and experiences it creates.
Branding
If you guessed identity and logos, you're not wrong—you're completely wrong. Branding is the sum of all your touchpoint experiences working together to build a single big-picture brand experience for your bank or credit union.
Comfort Zone
That really cozy place in your organization that lives next to status quo.
Complacency
The smooth-talking, shoulder-sitting devil that keeps your company away from progressiveness, but oh so close to obscurity. See “comfort zone.”
Experience
How a brand is seen, felt, heard, smelled and tasted.
Experiential
How we describe our unique style of brand development, which encompasses all the senses and other experience-creating means.
ExpEditions
Short for Experiential Editions. Long on providing valuable expertise, topics and updates to forward-thinking bank and credit union marketing folks each month.
Guerrilla
Non-traditional way of interacting with customers and prospects. Not to be confused with “800 lb. gorilla.”
Gratuitous Creativity
Creative for the sake of being creative. Pointless work that marketing and advertising agencies specialize in. Intended to win the agency awards and more black clothes.
Invitation
The document we send to companies who want to work with CBC. Receiving an invitation means we think you have what it takes to work with CBC.
Marketing agency
Disguised as bank branding experts, they're the place to go for quick, canned marketing materials. At best, their solutions are two-dimensional.
Mass marketing
Ultra expensive old-school bank and credit union marketing tactics that reach thousands of people who could care less. 180 degrees from “micro marketing.”
Media agnostic
We're not just advertising, Web design, or direct mail people. We're brand development experts. As long as we meet your objectives and create experiences that build your bank or credit union's brand, we don't care what media we use—and neither should you. We can tame any medium.
Micro-marketing
Making a huge impact on a small number of people.
Non-traditional media
If it doesn't have to do with newspaper, television or radio, we strongly recommend clients use it.
One-dimensional
Rate ads. Coupons. Small thinking, traditional marketing concepts that have no depth. Worked very well in 1952.
Poser
Company that says they believe in our philosophy, but then does nothing to prove it.
Position
A stance. Any stance. Stake a claim within your market or industry and stick to it. Own some real estate in people's minds.
Prove your story
Telling your bank or credit union's brand story through every single touch point—not just in marketing.
Spine of steel
The physical attribute that allows CBC to tell clients what's in their best interests and not just what they want to hear.
Story
Your company's past, present and future. Use your touch points to create multi-sensory experiences that tell the world what you're all about.
Think big
What we tell our clients to do each and every day. Proving the story is thinking big.
Touch point
Any interaction between the world—your customers, the public, the media and your employees—and your company. Each interaction creates a brand experience.
Viral
An extremely contagious way of spreading your company's messages. Very powerful.
100 Proof
The ultimate status a brand can achieve if it successfully, and continually, proves its story. CBC is 100 Proof.
800 lb. Gorilla
The King Kong-like, industry-dominating presence we train CBC clients to become. Can be achieved with assets of $40 million or $400 billion.
Touch Points: Bank and credit union marketing and branding
FAQ: Bank and credit union marketing and branding
Experts: Bank and credit union marketing and branding
Clients: Bank and credit union marketing and branding
CBC Insights: Bank and credit union marketing and branding
Industry Insights: Bank and credit union marketing and branding
The Story Blog: Bank and credit union marketing and branding
Contact: Bank and credit union marketing and branding
Estimate Request: Bank and credit union marketing and branding
Fundamentals of Multi-Sensory Marketing: Bank and credit union marketing and branding
Philosophy: Bank and credit union marketing and branding
Vocabulary: Bank and credit union marketing and branding
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