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

Lani Hayward, EVP of creative strategies at the $11.6 billion Umpqua Bank, shared during her Thursday morning speaking session how the Portland firm built its contemporary brand that combines local community with urban chic. What makes the world’s greatest bank tick, she said, is that regardless of size, it’s essentially a borderless community bank with an intentional consumer brand.

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