Canandaigua National Bank & Trust needed a distinct brand for its Wealth Strategies Group that remained true to its legacy as a local, community-owned company (but with global resources) that delivers personal service like a neighborhood bank. To accomplish this, Martino Flynn coined the theme "You're Worth More". This reinforced a key benefit: customers don't have to be "rich" to qualify for personal service, because if they were to add up all of their various accounts and assets they just might qualify for preferred status.