A brand is not an image or a logo or a motto. To The Intelligence Agency, a brand is an operational promise to the customer. This is the mantra that drove the new branding campaign at this growing, privately held bank. The new brand, conceptualized in large part by The Intelligence Agency, had all the critical ingredients: it was memorable, measurable, and had operational 'teeth' both internally and externally. Soon the brand identity was integrated into everything from advertising and public relations to employee awards amd management decision-making, across all divisions of the bank. The brand has been a catalyst or improving market share and customer wallet share.