Bank of America - opportunities for all

A 2008 campaign for Bank of America (BAC), designed to deepen relationships with its current customers and drive new acquisitions by offering a differentiated promise: “you get more just for being a Bank of America customer”.

Bank of America – Opportunities for All

I. INTRODUCTION

In August of 2008, Bank of America (BAC) piloted a new integrated approach designed to deepen relationships with its current customers and drive new acquisitions by offering a differentiated promise. The promise, “you get more just for being a Bank of America customer” required that Bank of America change its engagement with both consumers and employees of the bank. In this customer-centric approach, research drove not only the components of the offering and positioning, but also the language used to engage the consumer in a different way thus creating a customer...

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