Ramey and client partners worked quickly to develop and launch a new brand campaign, capturing the bank's key point of difference – a higher level of customer service. The resulting branding concept focused on bank/customer relationships with a new tagline: "You have a friend here." In newly acquired markets, this campaign helped Bank of the Ozarks assure nervous customers that their financial relationship was in good hands. It also gave an internal rallying cry for new and old employees.