PlainsCapital Bank

Company: PlainsCapital Bank
Industries: Banking/Mortgages
Phone: 361-939-5602
Dallas-based PlainsCapital Corporation, a wholly owned subsidiary of Hilltop Holdings Inc., has a 25-year track record of growth. Founded by Chairman and CEO Alan B. White, PlainsCapital's family of companies includes PlainsCapital Bank, PrimeLending and FirstSouthwest. Offering a diverse range of financial services, PlainsCapital's entrepreneurial spirit is the driving force behind its success. With entrepreneurialism at the heart of PlainsCapital's strategic approach, the Corporation sustains its momentum year after year. In addition, the strong economy and business friendly environment in Texas have helped position PlainsCapital for success in attracting private sector clients.

Chairman and CEO White is an entrepreneur with strong ties to business leaders across Texas. Those relationships have led to key acquisitions and the hiring of talented bankers making PlainsCapital Corporation what it is today.

PlainsCapital Bank is the cornerstone of the Corporation. The Bank primarily serves the private sector specializing in middle market commercial businesses and high net worth individuals. The Bank's loan and deposit growth, from 1988 to 1999 in its hometown of Lubbock, allowed the Corporation to expand to larger Texas markets.


PlainsCapital Corporation's brand is synonymous with its exceptional reputation for financial strength, enduring relationships and the drive to constantly move forward. The buffalo represents strength, momentum and resilience, and serves as a unifying and recognizable symbol for the Corporation and each of its three operating companies.

The Essence of the Company
The PlainsCapital brand is the essence of the company. It is entrepreneurial and aspirational. The brand communicates the Corporation's upscale approach in a warm and friendly way. It is the promise PlainsCapital makes to its stakeholders. The Corporation believers in promoting, protecting and preserving its brand.

Marketing the Brand
Recognizing PlainsCapital's potential for growth and the strategic importance of building brand awareness in its markets, Chairman and CEO Alan B. White launched an overhaul of the PlainsCapital brand in 2003. At the time, PlainsCapital had little brand recognition outside the Lubbock market.

White envisioned a strong and sophisticated corporate brand capable of evolving along with the Corporation's growing expertise and geographic footprint.

Since 2003, the Corporation has built a trusted, recognizable brand in its Texas markets through highly targeted advertising, event sponsorships and active media and community outreach.

Brand equity management, reputation management, marketing, public relations and corporate communications functions for all three operating companies are developed and executed by the Corporation.

Mo the Buffalo
PlainsCapital's brand strategy is expressed uniquely through the company's corporate symbol, the Great American Bison. The buffalo stands for PlainsCapital's strength, endurance, longevity and sustained momentum. The buffalo figures prominently in PlainsCapital's internal programs and external marketing. PlainsCapital has a live buffalo mascot "Mo" that makes appearances at sponsorship-related events and PlainsCapital's internal functions.
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