Maha Madain

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Maha Madain, head of marketing at Union Bank. How does the marketing of a regional brand with a limited budget win in a market dominated by national brands? That’s the challenge that many organizations face today. […]

Union Bank is a small bank that wanted its new branding campaign to make a big impact. So the West Coast-based regional bank will test new messaging in a single market – San Diego – where it can buy enough advertising to match bigger banks. “The four large banks dwarf everyone else in terms of […]