For Bank of the Wichitas in Oklahoma, creating a moniker for its new Internet bank was not as simple as attaching "direct" to the end of its name. The owners wanted a unique name that would play both inside and outside the Sooner state.

Ultimately, it chose The Redneck Bank, and early results have been promising, according to Todd Huckabay, the president and chief executive of the $115 million-asset Bank of the Wichitas. Depositors from 45 states and the District of Columbia have opened online checking or money market accounts with since its launch in early January, and the Web site has received "hundreds of thousands of hits," says Huckabay's brother, Wade, a director at the family-owned bank.

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