Our Brand Positioning
Bank of America’s brand positioning, “Bank of Opportunity,” is emblematic of what Bank of America has always strived for throughout our history ― to create opportunities for the people we serve. Opportunities for individuals to buy a home; to attend college; and to retire with security. Opportunities for businesses – small and large – to grow and prosper. Opportunities to build stronger communities in which to live, work and play. At Bank of America, we see what our customers see, and our ability to help them realize their goals defines our success. Bank of America…is the “Bank of Opportunity.”
Our Customer Focus
“Bank of Opportunity” reflects how our heritage and competitive position drives what we do. From the early banks of Massachusetts, California and North Carolina, Bank of America helped to establish the banking industry, and then to revolutionize it. We invented the ATM, and now offer the largest network anywhere. We created the first general-use credit card, and today are among the leading issuers in the world. We expanded into the United Kingdom 75 years ago and currently serve eighty-percent of the global Fortune 500 from offices around the world. We continue to play a leading role in many of the world’s largest corporate transactions. And, we continue to develop customer-inspired innovations like Keep the Change™, $0 Online Equity Trades and Business 24/7™. Visit the Heritage Center to learn more about our history of helping customers seize their opportunities.
Our New Campaign
The new brand positioning is supported by the company’s largest advertising campaign to date. The integrated campaign includes national and local television, radio, print, online and outdoor advertising. It positions Bank of America in a way that is meaningful to all the customers we serve and provides a flexible marketing platform to promote all our capabilities and support the continued growth of our company.
News Releases and Additional Information
Press Releases
• May 15, 2008 ― Bank of America Debuts Next Phase of 'Bank of Opportunity' Campaign
• February 21, 2007 ― Bank of America To Unveil New Brand Campaign Celebrating the Power of Opportunity
Downloadable Documents and Videos
• NEW - "This is America" ads
• Brand Campaign ― Fact Sheet
• Stills from "Windows" Ad (:60) ― Sequence 1, Sequence 2
• "Windows" ad campaign - print and video
Executive Biographies
• Anne M. Finucane, Chief Marketing Officer
For the Media
The primary media contact for marketing and sponsorship initiatives is Joe Goode at 617.434.7314.
Call for more information or to arrange an interview.
