transparent, less costly fee structures, reducing friction wins trust and loyalty. 2. Build a Culture of Engagement and Emotion From choreographed dances and “Banana Nanas” on-field entertainment to personalized thank-you videos when customers buy tickets, the Bananas create emotional connections at every fan touchpoint. Bank Takeaway: Community banks can and should — if not already — cultivate genuine engagement by delighting customers in unexpected ways. After all, a customer is a kind of “fan.” Once again, taking a page from Cole’s playbook, this could take the form of a personalized video when someone opens a new account or hosts financial education events that feature local experts and snacks. Doing so goes a long way in building brand loyalty. 3. Share Stories and People Behind the Brand The Bananas introduced viewers to their staff through their popular, 30-episode podcast series “Bananas Unpeeled,” making every team member part of the brand story, and covering topics such as “Every team needs characters” and “What’s wrong with baseball?” Suddenly, fans didn’t just come for baseball; they knew the backstory, got to know the players and came to cheer for personalities they knew and loved. Bank Takeaway: Community banks can further personalize services by showcasing the real people that customers encounter when they visit a branch. Whether through staff spotlights or employee profiles on social media, bringing humanity to their products and services builds genuine connections and trust. 4. Experiment Boldly and Learn Fast The Bananas refuse to stick with “what’s always worked.” They try something new every game, such as new skits, promotions and fan interactions; anything to stay fresh and fun. And, as their success has proven, the experimentation has been well worth the risk. Bank Takeaway: Banks can borrow this mindset by piloting small-scale initiatives — like fintech partnership kiosks, financial podcasts or under-the-radar community events — and scale what works. An iterative approach encourages innovation, enhances customer experience and allows flexibility. 5. Create Shareable Moments With over 8.8 million TikTok followers and ingenious short-form videos featuring dancing players, unexpected moments and heartfelt surprises, the Bananas focused on shareable content rather than direct selling. These viral hits boost awareness, trust and brand equity in ways traditional ads never can. Bank Takeaway: Banks can embrace shareable storytelling, perhaps with a video series introducing long-time customers or funny, friendly deep dives into financial advice. The goal? Foster the goodwill and social engagement that attract and retain new customers. 6. Create Seamless, Frictionless Experiences The Bananas eliminate hidden fees, simplify pricing and acknowledge every fan from ticket-buying to post-game 24 NEBRASKA BANKER
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