Repositioning Bank of America: From Main Street and Wall Street to Capitol Hill

This event report shows how Bank of America embarked on a transformative repositioning effort by tapping into the expertise of a diverse range of stakeholders, from politicians and community leaders to employees at all levels of its organisation.

Repositioning Bank of America: From Main Street and Wall Street to Capitol Hill

Stephen WhitesideWarc

Most repositioning efforts mark a tacit acknowledgement that a brand has somehow lost its way, and is now failing to connect with its intended audience.

For Bank of America (BoA), that problem reached an unprecedented peak during the financial crisis, as staff morale and consumer perceptions plummeted, regulatory scrutiny intensified and stock prices fluctuated wildly. Symptomatic of these ills was an internal struggle to find common goals uniting its namesake brand and two relatively new core elements of its portfolio: namely, US Trust (acquired...

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