Our Brand Positioning
At a time when clients expect and need more, Merrill Lynch Wealth Management offers personalized, insightful advice, enhanced by industry-leading resources and access to a range of products and services offered by Bank of America and Merrill Lynch that enable our financial advisors to stay informed and, in turn, to help our clients pursue their financial goals. Merrill Lynch Wealth Management brand positioning demonstrates the unique value that Merrill Lynch, together with Bank of America, delivers to clients. Merrill Lynch Wealth Management clients have the benefit of a long-term relationship with a highly trained financial advisor who wants to understand their financial history, current priorities and future goals, and who can cut through the complexity of investing to provide expert, personalized advice to keep them moving forward. The brand re-launch further showcases the critical role of the bull icon, which has long been a point of pride for Merrill Lynch, representing strength and optimism.
Our New Campaign
The re-launch of the Merrill Lynch Wealth Management brand is supported by the help2 marketing campaign. The campaign highlights the unique ability of Merrill Lynch Wealth Management to meet the needs of affluent Americans, reaffirms the value of the combined organization, and brings to life the powerful potential of the one-to-one relationship between Merrill Lynch Financial Advisors and their clients. The integrated campaign includes national and local TV, radio, online media, daily and weekly publications and trade magazines.
Our Proprietary Research
Affluent Insights Quarterly is a Merrill Lynch Wealth Management survey focused on the values, financial priorities and concerns of affluent individuals. The survey is designed to shed additional light on the challenges and opportunities faced by affluent Americans as they navigate the current economy. Braun Research conducted the survey by phone between Aug. 29 and Sept. 14, 2009, on behalf of Merrill Lynch Wealth Management, to a nationally-representative sample consisting of 1,000 affluent Americans with investable assets in excess of $250,000.
News Releases and Additional Information
• January 25, 2010 - Merrill Lynch Wealth Management 'help2retire______' Campaign Encourages Individuals to Reevaluate Retirement Plans with a Renewed Focus on What Matters Most
• October 5, 2009 - Bank of America Re-launch of Merrill Lynch Wealth Management Brand Demonstrates the Bull Icon is Stronger than Ever
Downloadable Documents
• help2 Creative
Executive Biographies
• Sallie Krawcheck, President, Bank of America Global Wealth & Investment Management
• Claire Huang, Head of Marketing for Global Wealth Management, Global Banking and Global Markets for Bank of America Merrill Lynch
For the Media
The primary media contacts for Merrill Lynch Wealth Management are Selena Morris at 1.212.449.7283 or selena_morris@ml.com, and Matt Card at 1.617.434.1388 or matthew.card@bankofamerica.com.
Call for more information or to arrange an interview.
