Ag Bank Rebrands, Literally
2012; American Bankers Association; Volume: 104; Issue: 10 Linguagem: Inglês
ISSN
0194-5947
Autores Tópico(s)Banking stability, regulation, efficiency
Resumo[ILLUSTRATION OMITTED] When you're an ag bank in the heartland, you don't give up a piece of history easily. National Bank of Texhoma, Okla., began in 1906 in the Panhandle, when Oklahoma was still a territory. Texhoma itself is unique in that it has a sister city, also Texhoma, across the border, in Texas. Not only did the bank have many customers had always known it by the National but many of its products had been branded off the First idea. It irked Paul Freeman, president and CEO of the $173.2 million-assets bank, to give up territory it had held for so long, but the need to act became clear. Freeman's family owns the bank, having acquired it after years in the ranching business. After more than a century as a bank, management and ownership had decided to switch to a state charter. It had to leave the national behind. It wound up leaving the First behind as well. Freeman explains that there are so many banks with First in their names that it was proving difficult to find a website address that hadn't already been taken by another institution. So management began to cast around for another name that would still have a local connection. And then they realized that the best choice was all around them--literally. Much of the land in the bank's immediate markets had historically been part of the huge Ranch. ranch was formed in the late 1800s by a Massachusetts sailor named Ezra Dudley and his son--hence the anchor and the At its height, it comprised 1,500 sections--a section consisting of one square mile, or 640 acres. Brand from a brand D resonates with the folks in Texhoma and environs. part of their history, and many actually own parts of it, Freeman explains. Over the years, the mammoth spread got busted up. Freeman's family owns and operates land on portions of the old Anchor D. many people around here, Anchor means a lot, and it sounds kind of solid as a bank name, says Freeman, adds that the bank has always been well capitalized. Freeman says that the bank wanted a new name that would continue to have meaning as it grows and potentially expands. To help make the transition to the new name at the beginning of this year, the bank put together an impressive video in which Freeman and other Anchor bankers speak of their interest and connections to the bank's communities, their intention to stick around, and more. At one point, Freeman's voice is heard recounting bank history, as old sepia-toned photos show on screen, including an early shot of bank staffers on a flatbed wagon holding a banner that reads, The Old Reliable FIRST NATIONAL BANK ... We are here to stay. [ILLUSTRATION OMITTED] a sentiment that fits Anchor D, too. It's very, very difficult to think about changing the name of your business, Freeman tells viewers. He explains that in the United States, there's a dual banking system that gives banks a choice of governing authorities. He tells viewers that he believes a state charter will help the bank better serve customers, and that management wanted a name that represented who we are and where we came from. (You can view the five-minute video at www. anchordbank.com.) all part of a marketing thrust under the slogan of You'll love our Brand of Banking. Why the charter change? After more than 100 years as a bank, the former National's management knew there were cost advantages to becoming a state bank. Freeman notes that a member of the bank's board came from a state bank and had pointed out the benefits. But we would never have made the move just for the cost savings, says Freeman. In recent years, however, it became clear to Freeman that when you compared the Comptroller's Office and the Oklahoma State Banking Department, the state regulator was simply more oriented to the way smaller banks function. …
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