Bank of America (NYSE:BAC) announced last week that it will re-launch the Merrill Lynch Wealth Management brand after research and a survey showed many affluent American are unsure how to invest back in the markets following the economic downturn.
Along with the brand re-launch, will be the “Affluent Insights Quarterly,” a new survey provided by the bank that measures financial priorities, values and concerns of affluent investors.
“Merrill Lynch Wealth Management exemplifies the positive relationships that our financial advisors forge with clients,” said Sallie Krawcheck, president of Bank of America Global Wealth & Investment Management, in a company press release.
According to reports, Bank of America plans to spend roughly $20 million marketing the financial management brand.
Part of that marketing plan is the new help2 marketing campaign, which will focus on the powerful potential of one-to-one relationships between Merrill Lynch financial advisors and their clients.
According to the bank’s press release; some themes of the help2 marketing campaign will be help2retire, which aims at helping clients stay focused on long-term retirement goals.
Also, there will be a help2know initiative, which focuses on leading clients through the economic recovery with personalized advice tailored to their financial situation.
The help2 campaign officially launched on October 5, 2009 and is set to run through the end of the year through television, radio and online adviretisements.
The move is largely based off Bank of America’s findings from the Affluent Insight Quarterly. From which the bank determined that a relationship with a trusted financial advisor, someone who listens to and understands their clients’ personal needs and values, is among the highest financial priorities of affluent Americans.
