BofA No Longer About Higher Standards
Bank of America is ditching their branding approach and slogan (Higher Standards) and launching a new approach. It will be unveiled this Sunday during the Academy Awards broadcast.
Why?
From the New York Times:
“It was part of our DNA and a great foundation,” said Catherine P. Bessant, who introduced the “Higher Standards” tagline four years ago when she served as Bank of America’s chief marketing officer. But in the last year, the company, based in Charlotte, N.C., installed a new marketing chief and hired the Omnicom Group as its principal advertising agency.
New CMO and new agency…new stuff. Sad. But the peeing on the turf thing is nothing surprising, but how’s this for strange justification.
“The new slogan most likely reflects those changes, as well as the bank’s belief that the phrase had become too ingrained in the company’s culture and needed to be refreshed.“
Huh? Too ingrained? And that’s a problem how? Especially when the mantra was “Higher Standards.” When the most important thing a company can do is “live” their brand and deliver on that experience day in and day out with customers, how can there be such a thing as too ingrained?
This post was written by: Kim Mickelsen