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Bank marketing was once largely a function of architecture. More than anything else, customers were looking for safety and solidity and banks sought to convey those concepts through their buildings. Today, with branch traffic steadily declining, bank marketing is reinventing itself as chief marketing officers — a relatively new title in the industry — face unprecedented challenges and opportunities.

From May 22, to June 2, American Banker Research surveyed chief marketing officers, from banks ranging in size from $100 million to over $10 billion in assets, about how their role is evolving. Here are some of their unvarnished answers.