Post on 11-Aug-2015
Brand Matters: Managing Market Perception of a Transformed Company
John GreggDirector, Brand StrategyOctober 21st, 2008
Copyright © 2008 Monitor Company Group, L.P. — Confidential 2
Marking an Era of Transformation and Growth
Transformation from a traditional commercial bank to a broad-based global financial services company
Radically expanded capabilities via acquisitions and product innovation
89 acquisitions
Investments in technology and people increased penetration of global markets
Broadened the bank’s client base on a global basis
Solidified and extended industry leadership positions
Copyright © 2008 Monitor Company Group, L.P. — Confidential 3
1997 2007
Shifting the Earnings Contribution
Corporate
Banking
20%
Securities &
Fiduciary
Businesses*
27%
Retail Banking
15%
Financial
Market Svcs
13%
Credit Cards
18%
Asset-Based
Lending
7%
Corporate &
Other
1%
Treasury
Services
6%
Investor &
Broker-Dealer
Services
36%
Execution &
Clearing
22%
Issuer
Services
14%
Retail &
Middle Market
13%
Private Bank
& BNY Asset
Mgmt
8%
Copyright © 2008 Monitor Company Group, L.P. — Confidential 4
Framing an Era of Transformation and Growth
1998 A U.S.-focused business
Servicing securities in 50 markets
Operations centers in NY, London
15,000 staff (4% non-U.S.)
12% revenues from outside U.S.
45% non-interest income
$9.6B market capitalization
$2.3T assets under custody
Today A global enterprise in 33 countries
Servicing securities in 101 markets
Operations centers in NY, London, Brussels, Dublin, Singapore
23,450 staff (23% non-U.S.)
25% revenues outside U.S.
72% non-interest income (’05)
$24.4B market capitalization (12/31/05)
$10.9T assets under custody
Copyright © 2008 Monitor Company Group, L.P. — Confidential 5
The Bank of New York’s Global Presence
Mexico City
Sao Paulo
Madrid
Buenos Aires
ParisMilan Istanbul
Beirut
Cairo
Moscow
Manila
Shanghai
Melbourne
Grand Cayman
LondonFrankfurt
Singapore
Hong Kong Taipei
Tokyo
Seoul
Bangkok
Mumbai
Jakarta
Abu Dhabi
New York Headquarters
MontrealBrussels
Edinburgh
Dublin
Liverpool
Luxembourg
Subsidiary
Branch
RepresentativeOffice
Beijing
Johannesburg
Kuala Lumpur
Copyright © 2008 Monitor Company Group, L.P. — Confidential 6
Scale of Core Servicing Businesses
Clear and settle $1.4 trillion in trades daily
Clear more than half of all U.S. Government securities
Move more than $1 trillion daily
Trustee for $3 trillion in debt
Service over $1.1 trillion daily in tri-party balances
Over $150 billion in assets under management
Handle nearly two-thirds of all sponsored depositary receipt programs
Copyright © 2008 Monitor Company Group, L.P. — Confidential
7
Product
and Service
Offerings
Securities Servicing and Global Payments Services
Investor Services
Trustee and depositary
Global fund servicing
Fund accounting and
administration
Trustee custody and
fund administration
Outsourcing
Parent
Capabilities
Communicative
“Brands”
Issuer Services
Depositary receipts
Corporate trust services
Stock transfer
services
ETF Services
Brokerage & Clearing Services
Pre-trade analysis
Trade execution
Trade clearing
Post-transaction reporting
Global Liquidity Services
Outsourcing
Global Payment Services
Funds transfer
Cash management
Trade services
- Letters of credit
- Documentary collections
- Reimbursements
- Automated inquiry and reporting
Deposit and disbursement services
BNY Plan Services
Communications Audit
Pre-existing Brand Architecture 1
Copyright © 2008 Monitor Company Group, L.P. — Confidential 8
Retail Banking
Retail
Small
Business
Investment
Centers
Financial companies services
Special industries banking
U.S. commercial banking
Regional commercial banking
International banking
Leasing and credit
Global Markets
Foreign exchange
Interest-rate
and currency
derivatives
Strategy and
research
Currency overlay
BNY Overlay Associates
Corporate Banking ServicesAsset Management &
Private Client Services
Portfolio management
Wealth management and
advisory services
Family wealth management
Gannett Welsh & Kotler
Estabrook Capital Management
Investment
Advisory
Services
Greenwich Advisors
Beacon Fiduciary Advisors
Parent
Capabilities
Product
and Service
Offerings
Communicative
“Brands”
Communications Audit
Pre-existing Brand Architecture 2
Copyright © 2008 Monitor Company Group, L.P. — Confidential 9
Communications Audit:A Fragmented Identity
Copyright © 2008 Monitor Company Group, L.P. — Confidential 10
Key Branding Opportunities
Clients know and like the Bank of New York, but do not know of the range of products / solutions the bank can offer them.
Prospects are generally aware of the Company, but do not understand the value we can deliver for them nor the high level of service that we are providing our clients.
Bank of New York has the opportunity to present the marketplace with a consistent alignment of messages, look and tone that will increase the efficiency of their communications.
Today
Copyright © 2008 Monitor Company Group, L.P. — Confidential 11
Brand Strategy Project Background
Project Objectives
To develop a long-term brand strategy that helps our transformed organization:
Become better recognized and better understood
Build preference for the Company among key constituencies
Establish appropriate control mechanisms for managing its brand
Copyright © 2008 Monitor Company Group, L.P. — Confidential 12
Scope of Branding Project
Starting in January, The Monitor Company Group created the strategic brand framework
Vision, values, positioning, image attributes
Simplified and aligned brand architecture with core competencies
Monitor developed new corporate signature and visual identification system to convey new brand positioning and brand image attributes
Marketing communications
Stationery
Signage
Presentations
Trade show/conference presence
Monitor worked with Droga5 to develop a new advertsing campaign to announce the brand message
Monitor established guidelines to manage the brand
Copyright © 2008 Monitor Company Group, L.P. — Confidential 13
We strive to be
the acknowledged global leader
and preferred partner
in helping our clients
succeed in the world’s
rapidly evolving financial markets.
The Vision
Copyright © 2008 Monitor Company Group, L.P. — Confidential 14
Supported By the Brand Promise and Core Values
Integrity Exhibiting uncompromising honesty and ethics in all we do
RespectHonoring and valuing the ideas and experiences of the individual
Personal Responsibility
Taking ownership for enhancing our performance and reputation
Teamwork Collaborating to achieve our shared goals
ExcellenceUpholding the highest standards of professionalism and performance
Core Values
Copyright © 2008 Monitor Company Group, L.P. — Confidential 15
Differentiated By Key Attributes
LeadershipWe are at the forefront of our industry in the ways that matter most to our clients
ExpertiseWe know our business and the industries we serve, and have an aptitude for helping clients identify opportunities
Client FocusWe place our clients’ success at the center of everything we do
InnovationWe find inventive and progressive ways to expand our capabilities to help our clients keep pace with a changing landscape
Global ReachOur worldwide capabilities and local market knowledge support clients wherever they invest or conduct business
Five Key Attributes
Copyright © 2008 Monitor Company Group, L.P. — Confidential 16
Individual and RegionalBanking Services
Execution Services
Independent Research
Clearing & Financial Advisor Services
Custody Services
Global Fund Services
Securities Lending
Collateral Management Services
Corporate Trust Services
Depositary Receipts
Transfer Agency Services
Global Payment Services
Capital Markets
Global Markets
Global Trade Services
Liquidity Services
Institutional Asset Management Services
Personal Asset Management Services
Private Banking
Business Banking
Personal Banking
Securities ServicingTreasury Management Services
Investment Management Services
Client Management
Defined by Core Competencies
Copyright © 2008 Monitor Company Group, L.P. — Confidential 19
Creative Exploration –A Blend of Heritage With a View to the Future
New Images
Current Images
Copyright © 2008 Monitor Company Group, L.P. — Confidential 20
Currency / Pattern Studies –Heritage and “Aspirational” Iconography
Copyright © 2008 Monitor Company Group, L.P. — Confidential 27
Ongoing Brand Management
Educate
Monitor is continuing to train sales staff, product professionals and employee base on the new marketing messaging platform and communications tools
Guide
Monitor developed collateral guidelines and provided access to web-based brand center with help desk
Communicate
Restructured marketing communications platform and go-to-market strategy
Audit
Monitor developed an ongoing brand audit process and set KPIs in order to ensure consistency of all brand communication activities
Copyright © 2008 Monitor Company Group, L.P. — Confidential 28
Summary
Why Reposition a Brand with Such a Rich Heritage?
Formally establish and reinforce the bank’s core values
Reflect the transformation of our company
Simplify it’s brand architecture to differentiate Bank of New York in a highly competitive marketplace
Clearly explain the Company’s complex products and services
Deliver all messages to employees, clients, prospects, and the financial community with consistency and clarity.
Copyright © 2008 Monitor Company Group, L.P. — Confidential 29
Final Thoughts
Rapid pace of business change has made branding more critical that ever
Launching a brand is only a start
A brand is the sum of all the experiences that a client or prospect has with our company
Need to deliver on the brand promise each and every day
Consistency is the key to powerful
branding