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Setting A Bank Apart From Its Competitors

North Shore Bank is a regional bank with 44 locations throughout Eastern Wisconsin and Northern Illinois. Boelter + Lincoln initiated its BrandALIVE process in order to elevate the bank’s position with consumers and clearly differentiate it from other banks in the market.

  • Develop a brand position that connects emotionally with consumers and clearly differentiates it from the competition
  • Increase awareness in target markets
  • Increase retention and acquisition of checking accounts, savings and loans

Boelter + Lincoln’s BrandALIVE process revealed that North Shore Bank had an opportunity to connect with consumers differently than other banks through empowerment. “The Bank of You” tagline and campaign were developed to communicate that concept. The new brand was launched through a multi-media campaign targeting both existing and non-customers. Elements included outdoor, radio, print and online.



in product sales following product-driven campaigns


in business during the following fiscal year