U.S. Bank Repositions Brand, Launches “The Power of Possible”

Breakthrough Integrated Marketing Campaign Unveiled in Denver and

Employees to Rally Communities in Nationwide Volunteer Relay

MINNEAPOLIS–(BUSINESS WIRE)–U.S. Bank (NYSE: USB), the fifth largest commercial bank in the United
States, today unveils “the Power of Possible,” a new brand
position, marking a modernized customer brand refresh stretching across
the entire organization.

The positioning reaffirms the bank’s dedication to helping consumers and
businesses achieve their financial goals and objectives. It will be
brought to life through an integrated marketing campaign, kicking off in
Denver and Cincinnati and an unprecedented volunteer relay tour in 25
cities across the country.

“From 19th century pioneers to 21st century
entrepreneurs, U.S. Bank has always focused on helping customers achieve
financial success and security,” said Richard Davis, chairman and chief
executive officer of U.S. Bancorp. “Since the day we opened our doors,
our employees have been passionately making possible happen for our
customers, communities, and each other. Today we are formalizing it by
introducing the Power of Possible.”

The campaign includes unique and evocative imagery, including 30- and
60-second television spots in Denver and Cincinnati that use a
cinematic, storytelling approach to demonstrate U.S. Bank’s investment
in its customers’ vision and possibilities – from starting a small
business to building their dream home.

Elements of the brand campaign can be found at: www.usbank.com
under the “About U.S. Bank” section.

“The Power of Possible” Brand Campaign

Over the past year, U.S. Bank has conducted extensive market research to
develop the new brand position that speaks directly to its customers and
their values, bringing together the financial strength and stability of
the bank’s business, its strong ethical framework, and its
customer-centric philosophy.

“Our new positioning is a declaration of our purpose and putting our
customers at the center of everything we do,” said Andy Cecere,
president and chief operating officer of U.S. Bancorp. “It unifies how
we communicate and meet the changing needs of our customers, deliver our
products and services, and engage with our communities. It also
demonstrates how we are working to help our customers build healthy,
prosperous, and successful financial futures.”

The integrated advertising campaign includes television and radio
advertising, out-of-home, print, digital, and social, with a consistent
look, feel and message that will thread through every customer
experience. Customers will also experience the new brand reflected at
more than 3,000 U.S. Bank branches in 2016 in a variety of ways. The
campaign is supplemented by various consumer activations in local
markets and across social media that emphasize the Power of Possible.

Nationwide Community Possible Relay

As part of this initiative, U.S. Bank has also redefined its corporate
giving program to strengthen its collective impact under the new name Community
. Community Possible has three central themes: Work,
Home and Play. Later this year, U.S. Bank will launch a
first-of-its-kind volunteer relay and revitalization tour for the
organization called the Community Possible Relay, complete with a
mobile, moving “baton” stopping in cities across America. The program
includes special teams of U.S. Bank employees and volunteers who will
work together to make an impact on their community before passing a
baton to the next team.

Community Possible makes a big statement about the role banks
play in building stronger and more vibrant communities,” said Kate
Quinn, executive vice president, chief strategy and reputation officer
of U.S. Bank. “The Community Possible Relay will provide us with a
tangible opportunity to engage the communities where we do business and
mobilize them to help us make a lasting impact in the areas of Work,
Home and Play.”

About U.S. Bank
Minneapolis-based U.S. Bancorp (“USB”),
with $422 billion in assets as of December 31, 2015, is the parent
company of U.S. Bank National Association, the fifth largest commercial
bank in the United States. The Company operates 3,133 banking offices in
25 states and 4,936 ATMs and provides a comprehensive line of banking,
investment, mortgage, trust and payment services products to consumers,
businesses and institutions. Visit U.S. Bancorp on the web at www.usbank.com.


U.S. Bank Corporate Communications
Susan Beatty, 612-303-9229