Valley Bank Launches “That’s How” Brand Campaign Highlighting the Power of Relationships

Key Terms

go-to-market technical

A go-to-market plan is the practical roadmap a company uses to introduce a product or service to customers, covering who the target buyers are, how the product will be sold or distributed, pricing, and the main marketing and sales messages. For investors, it shows how quickly and cost-effectively a business can win customers and generate revenue — like a launch playbook that determines whether a new offering will reach its audience and scale profitably.

out-of-home technical

Out-of-home refers to advertising that reaches people when they are outside their homes, such as on billboards, bus stops, or digital screens in public spaces. It matters to investors because it is a key way companies promote their products to a wide audience, often leading to increased brand awareness and sales. Like a billboard on a busy street catching the attention of thousands daily, out-of-home advertising aims to influence consumers where they are already out and about.

MORRISTOWN, N.J.--(BUSINESS WIRE)-- Valley National Bank today announced the launch of a new go-to-market brand campaign, “That’s How,” marking a bold evolution of the bank’s identity as it approaches its 100-year anniversary in 2027. The campaign honors Valley’s roots as a local community bank founded in 1927—one built on connecting with people, understanding communities, and earning trust—while signaling the bank’s continued growth into the future as a modern, relationship-based financial partner.

“That’s How” reintroduces Valley Bank to the market with a confident, contemporary vision grounded in what has always set the organization apart: deep relationships, trusted guidance, and a commitment to helping individuals, families, and businesses navigate life’s most important financial decisions.

“That’s How” reintroduces Valley Bank to the market with a confident, contemporary vision grounded in what has always set the organization apart: deep relationships, trusted guidance, and a commitment to helping individuals, families, and businesses navigate life’s most important financial decisions.

At the heart of the campaign is an anthem built around the everyday questions people ask themselves: How can I buy a home? How can I grow my business? How can I plan for what's next? “That’s How” positions Valley as the partner with the insight, experience, and human understanding to provide the answers, giving people the confidence and freedom to move forward.

“At Valley, banking has always been personal,” said Ira Robbins, Chief Executive Officer. “For nearly a century, we’ve built this institution relationship by relationship by showing up for our clients, our communities, and the moments that matter most in their lives. As we approach our 100-year anniversary, ‘That’s How’ reflects both where we’ve come from and where we’re going. In a world shaped by volatility, digitization, and trust fatigue, relationship-led, anticipatory service is not a differentiator, it’s the standard people deserve. This campaign reinforces our belief that the strongest outcomes are built on trust, understanding, and a shared commitment to helping people turn ambition into action.”

The launch features a high-impact, multi-channel media strategy across out-of-home, streaming TV, digital, search, and social platforms. A signature event of the launch is the takeover of Secaucus Junction Train Station for eight weeks, starting on February 26. As one of New Jersey’s busiest transit hubs, connecting 10 of the state’s 11 rail lines, Secaucus Junction serves thousands of daily commuters and offers unmatched visibility to both local and NYC-bound audiences.

“Valley has been dedicated to putting human understanding at the center of everything we do for almost 100 years,” said Collyn Gilbert, Executive Vice President, Chief Strategy & Marketing Officer. “This campaign is not just a reflection of our legacy, it’s a proud statement that, in today’s financial landscape, we have the opportunity to ‘own the middle,’ a banking category that has become increasingly scarce. We offer personalized care with the resources to help you achieve nearly any ambition. This is the moment for us to show people that they don't have to choose between scale and service. We can give them both."

The “That’s How” campaign also underscores Valley Bank’s enduring commitment to the communities it serves, an essential part of the bank’s identity since 1927. As a regional bank with deep local roots, Valley believes strong communities are built through access, opportunity, and long-term partnership. That same relationship-driven philosophy that defines the brand campaign guides the bank’s approach to community and economic development, entrepreneurship, and financial inclusion.

Valley maintains a heightened focus on supporting low-to-moderate income individuals and neighborhoods by expanding equitable access to financial services and delivering innovative, comprehensive products that meet the needs of individuals, families, small businesses, and community organizations. As highlighted in Valley’s 2024 Sustainability Report, the bank invested more than $2.5 billion throughout its footprint, including:

• $782 million in Community Development Loans to advance affordable housing and community services to low-to-moderate income individuals, economic and community development, and revitalization and stabilization
• $324 million in Residential Mortgages to low-to-moderate income borrowers and/or borrowers in low-to-moderate income neighborhoods
• $734 million in Community Development Investments supporting low-to-moderate income neighborhoods, individuals, and businesses
• $154 million in Multi-family Loans in low-to-moderate income neighborhoods
• $306 million in Small Business Loans to small businesses and/or in low-to-moderate income areas
• 16,300+ Volunteer Hours
• $5.6+ million in Charitable Giving

Together, the launch of “That’s How” and Valley’s continued community investment reflect the purpose of a regional, relationship-based bank: to grow alongside the people and places it serves, honoring nearly a century of trust while building the foundation for the next 100 years.

About Valley
As the principal subsidiary of Valley National Bancorp (NASDAQ: VLY), Valley National Bank is a regional bank with $63 Billion in total assets. Valley is committed to giving people and businesses the power to succeed. Valley operates many convenient branch locations and commercial banking offices across New Jersey, New York, Florida, Alabama, California, and Illinois, and is committed to providing the most convenient service, the latest innovations and an experienced and knowledgeable team dedicated to meeting customer needs. Helping communities grow and prosper is the heart of Valley’s corporate citizenship philosophy. To learn more about Valley, go to www.valley.com or call our Customer Care Center at 800-522-4100.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260114713482/en/

Pam Golden

(973) 564-8591

pam@glapr.com

Source: Valley National Bank