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Our researchers use this playbook to facilitate conversations with bank staff, understand their preferences, vision for the bank, and internal perception of the overall health of the bank’s brand. The research often helps Senior Leadership begin thinking about their priorities when it comes to marketing, branding, and the way the bank presents itself to the community it serves.

The goal of this playbook is to truly understand the overall health of your brand and develop a marketing strategy for the future. Don’t be surprised if by going through this playbook you generate just as many questions as answers.