More Integrated Marketing Campaign a Shift from Focusing on 'Who We're Not' to 'Who We Are' Feb. 12, 2008--WaMu (NYSE:WM) today announced a new marketing and advertising campaign that taps into customers' emotional reactions to capture the essence of what it feels like to bank at WaMu. "We want to become an iconic brand that people love," said Genevieve Smith, chief marketing officer for WaMu. "Through ongoing brand tracking, we know we always outperform our peers when it comes to being emotionally relevant to people. It gives us a unique opportunity to talk about who we are." The new campaign brings WaMu's brand values to life: A company that lives to simplify banking and do it with a smile. "Whether it's been in focus groups or surveys, we hear that WaMu is a bank that truly cares about the customer, doesn't nickel and dime them, and gives something back. We created a campaign that reflects this," said Smith. The campaign marks a shift in how the company communicates its unique...