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You can Create New Business Subcategory by altering an establish business category, competes in the pacific northwest, united states, turning the conventional idea of an original category upside down Like Umpqua Bank.



 Umpqua Bank competes in the pacific northwest, united states, turns the conventional idea of brand category upside down. Most consumers would never describe  a bank transaction a soul-satisfying, but Oregun-based Umpqua Bank become affiliated with cafe/retail categories in order to establish points-of-difference between itself nd other banks. Its stores offer music, coffee, wifi access, and of course, banking service.
About a decade ago, Umpqua trailed U.S bank and Well-fargo in market share but later decided to go into new territory: Think bank across with your local Starbucks. No longer called bank or branches, “Umpqua Stores  were designed to stimulate cozy connection between customers, and feature computer cafe with wifi access and branded merchandise, including Umpqua’s own blend of coffee - must-have in the Northwestern United states, a coffee obsessed region. ” 
Like starbucks, Umpqua Bank made musics part of its product mix. Working with portland’s Rumblefish, a music promotion company, it created, “Discover local music.”  Listening stations with headphones, allow bank customers to browse and sample songs, and even purchase customized CDs. Umpqua Bank also fosters extreme service. Every new employee receives guest service education through Ritz Carlton hotel training group, well known for its award wining services.
Not only has Umpqua Bank  managed to go from $140 million dollars in assets in 1994, to seven billion in 2006, but the company was also heraded in BusinessWeeks’ “Best idea of 2005”, in an article that says:
“Customers are not just paying for a cup of coffee at Starbucks or simply doing transactions, at Umpqua Bank. They are paying admission into a club - one that delivers something to satisfy the soul”.
That’s kinetizing-marketing for creating a customer-compelling space in the banking arena.

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