In the legacy market, older people knew the bank as Boiling Springs Savings Bank and thought the name was familiar, safe, unchanging. But in the bank’s growth markets, with younger demographics, the bank’s unwieldy name was not only virtually unknown, but it was seen as a hinderance. The name was geographically limiting, confusing (Is it a water company? Is it merely a savings bank?), long, and abbreviated to BS ( ! ) Consequently, the brand was outdated and tired, with a musty reputation, conservative track record and jaded mood—loved by existing customers, and appreciated as a benefactor by community nonprofit organizations, but virtually unknown to all others. Though well-established, trusted and strong, the brand faced steep competition and seemed to be living on borrowed time if it did not reinvent itself for today’s customer who demands more speed, convenience and more engaging brand experiences.