NewDominion Bank in Charlotte, N.C., has a new mission and a revamped brand it hopes will attract younger customers.

The $328 million-asset bank is based in a city where big institutions such as Bank of America and Wells Fargo have dominant market share. For Blaine Jackson, NewDominion's 39-year-old chief executive, it made sense to go after groups that he believes are being overlooked by the city's banking titans.

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