Diane Casey-Landry, executive vice president of the American Bankers Association, described the ABA’s updated brand at the association’s annual convention, which concluded yesterday in Boston. The association’s new tag line is “Building success. Together.”  She explained that the four pillars of ABA’s brand are summed up in the term ‘I-CUE.’

‘I’ stands for ‘impact-driven.’ ABA makes an impact, just as bankers make an impact in their communities, Casey-Landry said.

‘C’ stands for ‘champion.’ “ABA is champion for all,” Casey-Landry said. “Together we champion every aspect of our industry. And our industry is diverse, but we represent every part of that diversity and we are proud to do so.”

‘U’ stands for ‘unmatched scope and scale.’ ABA is the biggest organization representing banks, with resources and expertise unmatched by other trade groups.

‘E’ is for ‘extraordinary’ as in the extraordinary people in the industry, both in the banks and on the ABA staff.

ABA is using the I-CUE format to market itself, as you can see by the way this ABA web page is organized. Clearly, the branding distinguishes itself from other associations which only represent a segment of the industry.