The Business Strategy
The Bank of New York’s BNY Securities Group had grown by acquiring a broad spectrum of companies, all with established brand identities within their markets. However, this fragmented portfolio undermined the Group’s business strategy to position itself as a fully integrated securities trading, execution and processing firm.
Brand and Marketing Communications Support
Silver developed a new brand identity strategy that would ultimately bring all capabilities under a single, unified brand. The plan included a transitional phase, keeping acquired brand names, but bringing them into a unified visual system. This would effectively transfer the equity in acquired brands to the Group as a whole.
Silver also created a range of coordinated marketing communications, including digital and print advertising that used a distinctive “product label” theme to focus attention on the unique selling proposition of the Group’s largest unit, BNY Brokerage.