BankAm – Bank of Opportunity?

zyakaira notes: BofA earlier in Feb launched this campaign to reestablish its unique Trust along with a campaign from its wealth unit at US Trust. However, BofA needs to refocus based on market realities ( see BofA: We need a plan ) and needs to increase visibility of this campaign. The first videos of the ad campaign included an African American family enjoying shopping for winter gear in a retail sore, not so boring – you have to see it to believe it. It’s large online campaign at Yahoo was also featured in Yahoo’s results but that is obviously not working!

There is a small start for the rebranding of the combined corporate business of Bank of America Merrill Lynch designed by The Brand Union(WPP). And the bull may not be out of sight for long. BofA officials, shortly after the merger,announced the bull will still be used in marketing efforts for the domestic wealth management and brokerage business, to be called Merrill Lynch Wealth Management.

Bank of America today announced “Bank of Opportunity,” the theme of its new brand positioning. Supported by the bank’s largest advertising campaign to date, which will debut during ABC’s telecast of the 79th Academy Awards(R), the new brand positioning reflects Bank of America’s unique role in helping individuals, businesses and communities around the world realize opportunities to achieve their goals.

“We see the opportunities that our customers see, and our ability to help them realize those opportunities defines our success,” said Kenneth D. Lewis, chairman and chief executive officer, Bank of America. “Bank of Opportunity articulates a powerful value proposition that acknowledges our unique ability to understand and anticipate customer needs, to develop products and services that meet those needs and then to deliver for the customer better than any other financial institution in the country.”

Providing Opportunity to All Customers

The new brand positioning reflects Bank of America’s business strengths and global presence, highlighting the company’s unmatched ability for enabling all its customers to achieve their goals – from buying a first home to planning for retirement, from starting a business to expanding into new markets.

For the more than 55 million consumers and small businesses it serves, Bank of America continues to develop new customer-inspired solutions such as the Keep the Change(TM) savings program (http://newsroom.bankofamerica.com/index.php?s=press_kit&item=16), the Business 24/7(TM) (http://newsroom.bankofamerica.com/index.php?s=press_releases&item=7442) portfolio for small businesses and the free ($0) online equity trade offering (http://newsroom.bankofamerica.com/index.php?s=press_kit&item=62).

For corporate clients, Bank of America plays a leading role in many of the world’s largest transactions – including the two largest leveraged buyouts in history – reflecting world-class corporate banking resources and expertise that help businesses grow and prosper.

As a leading community partner, Bank of America’s 10-year $750 billion community lending and investment goal (here) and $1.5 billion philanthropic commitment inspire new economic opportunities that help communities nationwide grow stronger and more vibrant.

“‘Bank of Opportunity’ is the natural progression of our brand, and reflects how our heritage and our strong competitive position drive what we do today,” said Anne M. Finucane, chief marketing officer, Bank of America.

U.S. Trust, Bank of America Private Wealth Management today announced the launch of its national advertising campaign, which spotlights the changing profile of today’s wealthy individuals and families. The $25 million campaign marks the first major advertising initiative for U.S. Trust since its acquisition by Bank of America Corporation earlier this year.

The brand-building effort represents the most extensive private wealth management advertising campaign that either legacy organization has ever undertaken. National and local print and broadcast advertisements will debut across the nation beginning on October 8.

“As one of the leading private wealth management providers in the U.S., Bank of America recognizes that an increasing share of our nation’s wealth is self-made,” said Brian Moynihan, president of Bank of America Global Wealth & Investment Management. “In launching a brand visibility campaign of significant magnitude, U.S. Trust seeks to convey to clients, prospects and the broader marketplace that it understands – and is uniquely qualified to address — the needs, motivations and values associated with this new face of wealth.”

“The company’s research-driven campaign illustrates how U.S. Trust maximizes opportunities that its clients, the architects of their own success, create for themselves, their families, their businesses and their legacies,” said Anne Finucane, Bank of America chief marketing officer. Acknowledging the increasing number of high net worth clients who have earned their wealth through their own careers, Finucane added, “the advertising creates a connection with clients by demonstrating an understanding of their values.”

Supporting the company’s overall ‘Bank of Opportunity’ positioning, the U.S. Trust marketing campaign was developed after extensive discussions with clients and U.S. Trust wealth advisors, as well as external sources that shared a range of perspectives on today’s changing wealth landscape.

Launching the Campaign

U.S. Trust will support its brand positioning through an integrated marketing campaign, which includes a mix of national and local print, television, and radio advertising. The U.S. Trust campaign is expected to run in nearly 50 markets across the country. Boston-based Hill Holliday worked with Bank of America to develop the brand positioning and advertising campaign.