Valley Bank Launches "That's How" Brand Campaign Highlighting the Power of Relationships
MWN-AI** Summary
Valley National Bank has launched a new brand campaign titled "That's How," which aims to reshape its identity as it approaches its centennial anniversary in 2027. Rooted in its history as a community bank founded in 1927, the campaign highlights the importance of relationships and trust in banking while showcasing Valley's evolution into a modern financial partner. This rebranding emphasizes the bank's commitment to providing insightful, personalized guidance to individuals, families, and businesses, addressing crucial financial questions such as home buying and business growth.
CEO Ira Robbins stated, “For nearly a century, we’ve built this institution relationship by relationship.” He noted that as society increasingly grapples with volatility and trust issues, a relationship-centric approach is essential. The campaign's core message is that strong financial outcomes stem from trust and understanding, underscoring the significance of empowering clients to take action towards their ambitions.
The "That's How" campaign features a comprehensive media strategy that includes out-of-home advertising, streaming TV, digital platforms, and a prominent eight-week takeover of the Secaucus Junction Train Station, a key transportation hub in New Jersey.
The initiative also reinforces Valley's dedication to community development and financial inclusion. It highlights the bank's extensive investments in low-to-moderate income neighborhoods, including over $2.5 billion in community development loans and mortgages, as well as significant contributions to small businesses.
Through the "That's How" campaign, Valley National Bank not only celebrates its legacy but also positions itself for the next century, reaffirming its role as a relationship-based banking institution dedicated to fostering strong, sustainable communities.
MWN-AI** Analysis
Valley Bank's recent launch of the "That's How" brand campaign highlights the institution's strategic focus on relationship banking as it approaches its centennial anniversary. By leveraging its deep-rooted connections within the community, Valley aims to differentiate itself in an increasingly competitive financial landscape, marked by digitization and changing consumer expectations.
Investors should take note of several key aspects of this campaign as indicators of Valley Bank's potential for growth and resilience. Firstly, the emphasis on personalized service positions Valley effectively to capitalize on a growing consumer desire for trust and authenticity in financial interactions. This aligns with broader market trends where consumers are gravitating toward businesses that prioritize genuine relationships over transactional dealings.
Moreover, Valley's substantial investment of over $2.5 billion in community development initiatives illustrates its commitment to social responsibility, which can enhance brand loyalty and customer retention. By supporting low-to-moderate income communities through targeted loans and investments, Valley is not just fulfilling its corporate social responsibility, but also tapping into an underserved market—a move that could yield future growth opportunities.
The campaign's high-impact, multi-channel strategy, including a significant transit advertising takeover, signals a proactive approach to increasing market visibility. This could translate into strengthened brand recognition and new customer acquisition, particularly among commuters in densely populated urban areas.
In conclusion, Valley Bank's "That's How" campaign is an astute blend of heritage and modernity, appealing to both seasoned customers and new prospects. Investors should monitor Valley's execution of this strategy closely, as successful brand positioning combined with a commitment to community development can foster sustainable long-term growth in an evolving market landscape.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Valley National Bank today announced the launch of a new go-to-market brand campaign, “That’s How,” marking a bold evolution of the bank’s identity as it approaches its 100-year anniversary in 2027. The campaign honors Valley’s roots as a local community bank founded in 1927—one built on connecting with people, understanding communities, and earning trust—while signaling the bank’s continued growth into the future as a modern, relationship-based financial partner.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260114713482/en/
“That’s How” reintroduces Valley Bank to the market with a confident, contemporary vision grounded in what has always set the organization apart: deep relationships, trusted guidance, and a commitment to helping individuals, families, and businesses navigate life’s most important financial decisions.
“That’s How” reintroduces Valley Bank to the market with a confident, contemporary vision grounded in what has always set the organization apart: deep relationships, trusted guidance, and a commitment to helping individuals, families, and businesses navigate life’s most important financial decisions.
At the heart of the campaign is an anthem built around the everyday questions people ask themselves: How can I buy a home? How can I grow my business? How can I plan for what's next? “That’s How” positions Valley as the partner with the insight, experience, and human understanding to provide the answers, giving people the confidence and freedom to move forward.
“At Valley, banking has always been personal,” said Ira Robbins, Chief Executive Officer. “For nearly a century, we’ve built this institution relationship by relationship by showing up for our clients, our communities, and the moments that matter most in their lives. As we approach our 100-year anniversary, ‘That’s How’ reflects both where we’ve come from and where we’re going. In a world shaped by volatility, digitization, and trust fatigue, relationship-led, anticipatory service is not a differentiator, it’s the standard people deserve. This campaign reinforces our belief that the strongest outcomes are built on trust, understanding, and a shared commitment to helping people turn ambition into action.”
The launch features a high-impact, multi-channel media strategy across out-of-home, streaming TV, digital, search, and social platforms. A signature event of the launch is the takeover of Secaucus Junction Train Station for eight weeks, starting on February 26. As one of New Jersey’s busiest transit hubs, connecting 10 of the state’s 11 rail lines, Secaucus Junction serves thousands of daily commuters and offers unmatched visibility to both local and NYC-bound audiences.
“Valley has been dedicated to putting human understanding at the center of everything we do for almost 100 years,” said Collyn Gilbert, Executive Vice President, Chief Strategy & Marketing Officer. “This campaign is not just a reflection of our legacy, it’s a proud statement that, in today’s financial landscape, we have the opportunity to ‘own the middle,’ a banking category that has become increasingly scarce. We offer personalized care with the resources to help you achieve nearly any ambition. This is the moment for us to show people that they don't have to choose between scale and service. We can give them both."
The “That’s How” campaign also underscores Valley Bank’s enduring commitment to the communities it serves, an essential part of the bank’s identity since 1927. As a regional bank with deep local roots, Valley believes strong communities are built through access, opportunity, and long-term partnership. That same relationship-driven philosophy that defines the brand campaign guides the bank’s approach to community and economic development, entrepreneurship, and financial inclusion.
Valley maintains a heightened focus on supporting low-to-moderate income individuals and neighborhoods by expanding equitable access to financial services and delivering innovative, comprehensive products that meet the needs of individuals, families, small businesses, and community organizations. As highlighted in Valley’s 2024 Sustainability Report , the bank invested more than $2.5 billion throughout its footprint, including:
- $782 million in Community Development Loans to advance affordable housing and community services to low-to-moderate income individuals, economic and community development, and revitalization and stabilization
- $324 million in Residential Mortgages to low-to-moderate income borrowers and/or borrowers in low-to-moderate income neighborhoods
- $734 million in Community Development Investments supporting low-to-moderate income neighborhoods, individuals, and businesses
- $154 million in Multi-family Loans in low-to-moderate income neighborhoods
- $306 million in Small Business Loans to small businesses and/or in low-to-moderate income areas
- 16,300+ Volunteer Hours
- $5.6+ million in Charitable Giving
Together, the launch of “That’s How” and Valley’s continued community investment reflect the purpose of a regional, relationship-based bank: to grow alongside the people and places it serves, honoring nearly a century of trust while building the foundation for the next 100 years.
About Valley
As the principal subsidiary of Valley National Bancorp (NASDAQ: VLY), Valley National Bank is a regional bank with $63 Billion in total assets. Valley is committed to giving people and businesses the power to succeed. Valley operates many convenient branch locations and commercial banking offices across New Jersey, New York, Florida, Alabama, California, and Illinois, and is committed to providing the most convenient service, the latest innovations and an experienced and knowledgeable team dedicated to meeting customer needs. Helping communities grow and prosper is the heart of Valley’s corporate citizenship philosophy. To learn more about Valley, go to www.valley.com or call our Customer Care Center at 800-522-4100.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260114713482/en/
Pam Golden
(973) 564-8591
pam@glapr.com
FAQ**
How does Valley National Bancorp VLY plan to measure the success of the “That’s How” campaign in enhancing customer engagement and trust within its communities?
With the upcoming 100-year anniversary, how does Valley National Bancorp VLY intend to balance its legacy with modern banking demands in its brand evolution?
What specific strategies will Valley National Bancorp VLY implement to expand support for low-to-moderate income individuals through the “That’s How” campaign?
How does Valley National Bancorp VLY differentiate its community investment initiatives from competitors in the regional banking landscape to foster long-term partnerships?
**MWN-AI FAQ is based on asking OpenAI questions about Valley National Bancorp (NASDAQ: VLY).
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