Developed a positive brand image for Alliance Bank; utilizing the company president to support the brand. Also, create an ongoing campaign development while communicating the benefits of trusting the areas number one community bank. The strategy relied on the company's president to give the target audience a feeling of comfort knowing that the president is backing his brand. Banking has had negative connotations, and especially in a period of bank failures. The campaign was successful in communicating trust and giving the bank a campaign they can build on.