How to Escape the Cesspool of Sameness

When the average consumer thinks about banking, is this what pops into mind?

  • A reputation for local altruism?
  • A social media presence that’s tallied up more than 63 million impressions?
  • A concert series that helped launch three singers who wound up as finalists on NBC’s The Voice?
  • An electrifying hue of lime green?

Probably not. But all these items are among the not-so-secret ingredients of Bank of Ann Arbor’s success. BOAA has enjoyed an average annual income growth topping 22% over the past seven years. Who wouldn’t want to replicate that success?

If you’re thinking about copying BOAA’s tactics, though, you’re missing the point. It’s not about what they did, but why they did it. When CEO Tim Marshall joined the bank in 2004, he made the commitment to bring the institution out of the “cesspool of sameness.” (His words, not ours).

If you feel stuck, listen in as Tim describes the guiding principles that sent BOAA from cesspool to stratosphere.

Tim’s remarks were recorded at the recent ABA Bank Marketing Conference in Nashville