Building brand value at Bank of America

Stephen Whiteside

This event report discusses how Bank of America, the financial services giant, shifted its brand strategy from centring on product profitability to focusing on customer profitability.

Building brand value at Bank of America

Stephen WhitesideWarc

Financial-services companies are, perhaps more than any other business, judged primarily on their performance over the last three months. And that emphasis on immediate results often hampers...

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