The customers of George Bailey’s “wonderful old building and loan” rallied to defend it from the money-grubbing Mr. Potter in It’s A Wonderful Life.

Although the circumstances are different, small banks across the country are attempting to arouse the same kind of passionate community support. Hoping to attract consumers angry and disgusted with big banks due to the Federal bailout, the huge bonuses, and the arrogance in general, community banks are urging big-bank customers to switch accounts to them.

The New York Times reports a number of local uprisings:

• a credit union in Texas running a campaign, “Real Texans bank locally.”
• a single-engine plane, hired by a small Colorado bank, towing a banner over a Rockies’ game, reading “This is the closest thing we have to a private jet.”
• a credit union in Washington running an ad that asks, “Why should your bank’s CEO get a golden parachute while the rest of the bank nosedives?”
• a consortium of banks in Ohio advertising together as The Community Bank Connection, where “Every banker knows your name.”

Hundreds of community banks and credit unions from around the country have combined their marketing budgets for a campaign created by BancVue, a marketing consulting firm. It promotes a variety of products and services under one cryptic brand name, “Kasasa.” The joint effort is aimed at attracting deposits from large institutions.

Arriana Huffington of The Huffington Post and some friends set up Move Your Money, a grassroots campaign encouraging customers to switch their accounts. (They produced the attached mashup of It’s A Wonderful Life.)

Is it working? Yes, according to The New York Times. “So far, the campaigns appear to be helping banks attract new customers. According to an analysis by the Independent Community Bankers of America, small banks were the only segment of the industry to show growth in net loans and leases in the second quarter.”

Likewise, Bancvue reports significant success from its pilot campaign in ABA Banking Journal.

Once, the big-bank brands of Wall Street seemed the trustworthy haven for one’s savings. Now, for many, small banks look like the safer choice.

Do you believe a fundamental shift in where people bank is occurring?

Will the big banks eventually earn back the public’s faith?

Will the small banks sustain any advantage?

And most importantly, will you move your money?

In its new campaign, Domino’s ‘fesses up to having served “crust like cardboard” and “sauce like ketchup” for years. Then it asks pizza lovers to forgive, forget, and try its new recipe.

“By doing that they are basically saying, ‘We’ve been shoveling you crap for years and now we want you to trust us,’” says Kelly O’Keefe, managing director of the Brand Center at Virginia Commonwealth University, in an Associated Press story.

Or like your partner saying, “I cheated on you, but now I’d like to try to make it work.”

Could other brands benefit from this confessional approach? These, for example?

GM: “When we heard that what you really want are well-designed, fuel-efficient cars that are affordable and fun to drive … well, frankly, it was hard to face. But now, after working night and day, we’ve changed everything. We think you’re going to be surprised.”

American Airlines: “We’ve made you wait in long lines, pay for your luggage, sit on the tarmac for hours, and miss your connecting flights. But learning how you felt about it hit us right in the heart. Now, we’ve completely reinvented ourselves. It’s what being great is all about.”

Budweiser: “As you have switched your taste preference to microbrews and imports, we have had to accept the criticism that our beer is watery and flavorless. Even after brewing it that way for generations, there comes a time when you have to step up, face reality, and make a change. That’s what we did. We can’t wait for your reaction to our new flavorful beer.”

NFL: “You told us our athletes play like they don’t care. Let’s face it — they’re spoiled. We pay them too much money and they spend it all on drugs, sex, and toys. That’s why we’ve decided to go back to the basics and air high school games instead. Unpaid players playing solely for the love of the sport –  you won’t believe the difference! It’ll put excitement back into the game. Check it out this Friday night!”

Which other brands should ask you for a second chance?