Based on what you learned from the Umpqua Bank video case, Umpqua has created a competitive advantage by doing all of the following except for:

1. Creating an environment in which people like to hang out
2. Providing a hotel like atmosphere
3. Offering services beyond typical banking needs (e.g., music downloads, wi-fi access, local coffee)
4. Providing a rigorous service culture
5. Positioning themselves as the low cost service provider