Bank of America (BofA) has
‘re-launched’ the Merrill Lynch brand just over a year after the
bank’s highly controversial, politically engineered $20 billion
acquisition of the group at the peak of the financial crisis last
September.
BofA has resurrected ML’s famous bull icon as
a part of a major marketing push called ‘help2’, officially
launched on 5 October across television, radio, online and in a
variety of daily and weekly publications and trade magazines.
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The target segment is people with $250,000 in
investable assets.
Some of the campaign’s key themes include:
‘help2cherish’, which focuses on wealth preservation;
‘help2comethrough’, in which Merrill Lynch Financial Advisors aim
to help clients build a ‘one size fits you’ financial approach; and
‘help2retire’.
Accompanying the re-launch is the introduction
of Affluent Insights Quarterly, a new Merrill Lynch Wealth
Management survey of the “values, financial priorities and concerns
of affluent Americans, the challenges and opportunities they
currently face and their aspirations for the future”.
Off the back of strong trading and
institutional banking markets, Merrill Lynch has become one of the
better performers for BofA – despite the fact it almost collapsed
last September.
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By GlobalDataBofA says it expects to achieve in excess of
40 percent of the previously announced goal of $7 billion in cost
savings in 2009, far ahead of the original goal of 25 percent for
the year.
