11th
July
2008
Dramatize the difference - The ten minute rule
When you discover a compelling difference that sets you apart from your competitors leverage it for all you are worth.
Commerce Bank, from New Jersey, offers its customers extended opening hours - which typically run from 7:30am to 8pm, 7 days a week. These operating hours mean Commerce Bank is open for more hours than any other bank.
To drive its difference home, the branches follow the ten-minute rule. Branches open 10 minutes early in the morning and stat open ten minutes later than the official closing time. Can you remember the times when you ran towards your bank to see the staff close the doors at 4:59pm?
The 10 minutes dramatizes Commerce Bank’s key differentiator by adding an additional burst of creative magic.
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This entry was posted
on Friday, July 11th, 2008 at 10:37 am and is filed under Branding, Compelling Marketing Messages, Understanding Customer Behaviour.
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