Banks throughout the region are fighting back against the threat that customers are losing confidence.
Advertising campaigns have been launched and proactive communication efforts are underway to calm some customers' concerns that the banking system is weakening. High profile failures of giant banks that were wrapped up in the subprime mortgage meltdown has cast a shadow over all banks.
But banks in Western New York say they have safetly sidestepped the meltdown. They say they have money and are ready to make loans.
Banking is based on the collective confidence of all participants, from depositors to loan applicants to investors. How's your confidence?