The news: San Antonio-based Broadway National Bank, worth $5.7 billion, launched a marketing campaign called “Bank the Broadway” to expand its brand recognition in Dallas and Houston, per American Banker.
The details: With this campaign, the regional bank hopes to compete with larger banks by leveraging historical figures for recognizable, memorable branding.
The campaign features modernized portrayals of Benjamin Franklin, George Washington, and Abraham Lincoln—each of whom are featured on US currency. These historical figures are wearing modern clothing and accessories such as sunglasses, a construction hat, and a casual shirt.