To build awareness in consumers that the bank was now a place to look to for investments, insurance and financial planning as well as for deposits and loans, First Tennessee Bank in Memphis USA set out to reposition its brand and market the bank as a full-service financial services company. First Tennessee renamed the institution as just 'First Tennessee' and made the offering of in-depth complementary financial planning a cornerstone of their strategy. Mass communication channels like TV, print...

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4.1.4 Develop & implement marketing strategy

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