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...