For more than a century, CIT has been the financing backbone of America’s small and midsize businesses. In an increasingly competitive marketplace, this Fortune 500 commercial lender needed to identify and communicate a compelling value proposition that could set it apart from other financial institutions and resonate powerfully with CEOs.
While CIT serves companies in many vertical markets, what unites all of them is a powerful desire to grow. The new brand, distilled in a tagline, Put Knowledge to Work, underscores these deeply-held beliefs: that the people of CIT are uniquely knowledgeable about their clients’ business, and that they are willing to roll up their sleeves to help them grow.
The new brand has accelerated growth momentum. An advertising campaign translates the brand into an entirely new language of portmanteaux – invented words that combine the multiple facets of CIT’s value proposition. An internal engagement campaign challenged employees to devise their own portmanteaux; hundreds of new words were submitted. From sales support materials to content marketing, all communications channels work together to emphasize that thought capital is as powerful a driver of growth as financial capital.