For more than a dozen years, Texans have known Frost Bank by the tagline: "We're from here." While the motto hasn't changed, the bank has - and so has its advertising.

Frost, based in San Antonio, has tripled its assets since 1997, to $15 billion, and now has more than 100 offices statewide. Yet despite its size, many of its own customers didn't realize that the bank could deliver the same investment and insurance options that are offered by much larger financial institutions, says Pam Thomas, Frost's executive vice president of marketing.

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