American Bankers Association - Test

Inflection point: The near-collapse of the banking system forced a leading trade association to seek new ways to demonstrate its value to members.

The American Bankers Association (ABA) is one of the oldest and most established advocacy groups in America, representing banks of all sizes. Faced with a financial crisis that severely tarnished the image of the industry – and the survival of many of its member banks – ABA found itself struggling to maintain its membership. Quantitative and qualitative research led to a position emphasizing ABA’s role as the true champion of bank strength – and the U.S. economy. Brand implementation focused on members as well as employees, who were empowered to communicate the organization’s unique value proposition at all member touchpoints. Membership quickly stabilized – and then began to grow again.