LAS VEGAS – The theme that emerged on the first day of TheFinancial Brand Forum 2014 was that delivering on your brand isless about budget and more about identifying what makes yourorganization unique and sometimes, embracing the weird.

Lani Hayward, EVP of creative strategies at the $11.6 billionUmpqua Bank, shared during her Thursday morning speaking sessionhow the Portland firm built its contemporary brand that combineslocal community with urban chic. What makes the world's greatestbank tick, she said, is that regardless of size, it's essentially aborderless community bank with an intentional consumer brand.

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