BancorpSouth has teamed up with Hip Brand Group to introduce their brand to Central Texas. After learning about the BancorpSouth brand, the word “hygge” came to mind. A Danish concept taking over in the US and the hot new buzzword in advertising, at its essence, hygge combines the feeling of comfort, security, well-being and togetherness. This concept fits nicely with the BancorpSouth brand and personality: friendly, engaging, trustworthy and comfortable.