Situation
In 2010, The Bank of San Antonio was having difficulty establishing their brand image. They had been around since 2007, and were primarily marketed through word of mouth and a very limited number of print ads in local business and niche industry publications. To complicate matters, there was also some confusion in the marketplace with another bank of a similar name—San Antonio National Bank. San Antonio National Bank was dealing with negative press due to asset quality and earnings problems, which was a complete contrast to what was happening with The Bank of San Antonio.