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1、标题：Beforethebrandgrowsstale原文：Duringthelasttwoyears,theGreatRecessionhascausedsomesharpmodificationsbothinthemarketplaceandinconsumerattitudes.Somebanksrefreshedtheirbrandbecauseexternalconditionswerethreateningtoweakenitormakeitobsolete.Suchabrandre
2、-evaluationisdesignedtoalignitmorecloselywithtoday'sconditionsandtobetterpositiontheinstitutiontotakeadvantageoftomorrow'sexpectedsituations.AnexampleofafinancialservicesinstitutionthatrecentlyunderwentacomprehensivebrandreinvigorationisLitchfieldBan
3、corp(assets:$209million),amutualsavingsbankinthetownofLitchfield,inthenorthwestcornerofConnecticut.Thebank'sexperienceillustratesabrandrefreshmentprocessdesignedtoendureandserveasausefulspringboardforfuturemarketing.LitchfieldBancorpisoneofthreeindep
4、endentbankswithdifferentnamesthatareaffiliatesofConnecticutMutualHoldingCo.Thebankshavecontiguousmarketareasinthestate'snorthwest,whichisanareaofsmall,ruraltownsthatarealsopopularcommunitiesforurbanitéstomaintainsecondhomes.ThetownofLitchfield,whichh
5、asapopulationofabout8,000,isa1.5-hourdrivefromthecityofNewYork.Thebankis160yearsoldandhasfivelocationsandabout40employees.LitchfieldBancorpbeganitsbrandrejuvenationtwoyearsago."Wefeltthatitwastime,"saysMarkE.Macomber,presidentandCEO.Thebrandhadnotbee
6、nreviewedforanumberofyearsand,althoughthebank'spositioningdidnotneedtobemodified,therewasroomforabrand"enhancement"togiveamoreeffectiveapproachtocustomers,heexplains.LitchfieldBancorphastraditionallyhadagoodreputation,loyalcustomersandastrongmarketin
7、gpresence,notesWendyGladstein,principalofIn-HouseMarketingLIC,Litchfield,amarketingcompanythathasworkedwiththebankfor18years.Theexistingbrand,whichhadbeenbasedonresearchdoneyearsago,usedtheslogan,"Alwaysinyourcorner.""Wefeltthatthingsintheenvironment
8、hadchanged,andthebrandhadweakenedovertime,"saysGladstein.Specifically,thefinancialproblemsonWallStreethadchangedpublicperceptionsaboutbanks,especiallylargebanks.AlthoughLitchfieldisacommunitybank,mostconsumerswerenotmakingthedistinctionbetweenbigands
