Bank of America Unveils New Brand Positioning – “What would you like the power to do?”Source: Business Wire
Campaign Builds on
“‘What would you like the power to do?’ Listening to how people answer
this question is how we learn what matters most to them,” said CEO
What would you like the power to do?
The new positioning will be supported by a multi-year campaign featuring clients, communities and partners. The first phase of the campaign will premiere on
The power to make a difference
The campaign will run during the holiday season with the theme “The Power to Make a Difference,” which highlights the stories of the company’s long-standing partners and the impact they are making in addressing critical environmental and social issues.
“It takes all sources of capital — private enterprise, the public
sector, and philanthropy — to come together and address environmental
sustainability, affordable housing, hunger, and other issues facing
society,” said Vice Chairman
The first phase of the campaign features:
Tory Burch, founder of the Tory Burch Foundation, which focuses on empowering women entrepreneurs. Bank of Americapartnered with the foundation to create the Tory Burch Foundation Capital Program in 2014, which provides capital to women-owned businesses to support economic independence and job growth. The program has delivered capital to 1,700 women in 16 states since its launch.
Ken Burns, founder of Florentine Films, which produces some of America’s most important documentaries. Bank of Americahas been the sole corporate underwriter of Burns’ films since 2007, including the 2016 epic “The Vietnam War”.
Matt Damon, co-founder of Water.org, which provides access to clean water and sanitation in developing countries. Bank of Americahas partnered with Water.org since 2011, delivering $9 millionin philanthropy and financing to help scale access in Indiaand Brazil.
Sal Kahn, founder of Khan Academy, who revolutionized online learning through his intuitive approach. Bank of Americahas collaborated with Khan Academysince 2013 on its free financial education program – BetterMoneyHabits.com – which combines the company’s financial expertise with Khan’s engaging style to make financial know-how accessible.
Marc Morial, president and CEO of the
National Urban League, and a renowned civil rights leader. Morial is also representing the bank’s National Community Advisory Council, a collaboration of 30 organizations of civil rights, community and environmental advocates that advises the bank on these issues.
Tim Shriver, president of Special Olympics, the global force that fosters inclusion and respect for individuals with intellectual disabilities. Bank of Americahas been a Special Olympicspartner for more than 30 years and supports inclusion through its own business operations.
“The Power to Make a Difference” will also be the theme of the company’s
advertising in support of World AIDS Day and highlight the work of its long-standing
partner, (RED). Since 2014, the company has partnered with (RED) to
help create an AIDS-free generation, committing a total of
The campaign will be featured across television, digital video, mobile
and social media, and print. Advertising agencies
“This campaign reinforces what we stand for as a company,” said Chief
The Flagscape logo is also getting its first update since being introduced in 1998, reflecting a more modern brand that delivers both cutting-edge technology and high-touch solutions for clients.
Sharing our success with communities
The first phase of the “What would you like the power to do?” campaign reflects
To mark the 15th year of its program,
The company will introduceNeighborhood
Champions, which will scale the program to an additional 42 smaller
communities served by the bank. Each Neighborhood Champions awardee will
Additionally, the company will strengthen funding for its Anchor Grants program over the next three years. This will enable more support for institutions and initiatives that anchor local communities and are important to the local economy, such as hospitals, universities, and major civic projects supporting issues from economic mobility to affordable housing.
Deploying capital to make a difference
Environmental, social and governance (ESG) principles guide how
In 2017, the company deployed more than
As part of these efforts,
The company’s progress
The new brand positioning reflects the focus on delivering responsible growth. In the third-quarter of 2018,
- Pretax earnings have grown for the past 11 quarters by an average of 15 percent year-over-year.
$22.8 billion, and profits of $7.2 billionwere a 32 percent increase from the same quarter last year.
Earnings-per-share increased 43 percent to
Net income for the quarter was up across each business line – Consumer
(up 49 percent to
$3.1 billion), Global Wealth and Investment Management (up 31 percent to $1 billion), Global Banking (up 13 percent to $2 billion) and Global Markets (up 21 percent to $912 million).
- Across all businesses, on average, loans grew by more than 3 percent and deposits by 4 percent.
Bank of Americais the largest commercial lender in the U.S.
For 12 consecutive quarters the company has grown deposits more than
- For nearly four years, the change in revenues has outpaced that of expenses.
- Disciplined expense management has allowed investment in the future of the company, particularly technology, infrastructure and its people.
The company has returned
$19 billionso far this year to shareholders in dividends and share buybacks.
The company continues to be a leader in the industry in technology and how it serves clients, helping to transform financial services, including:
- Pioneering the use of mobile and digital banking capabilities. Today, the company has 36 million digital clients, including 26 million active mobile users. In Q3 2018 alone, these customers logged into their accounts 1.4 billion times and made 137 million bill payments.
- Mobile check deposit, where clients can deposit checks anywhere using their mobile phone. In Q3 2018, clients deposited 33 million checks via mobile, outpacing the number of checks now deposited over the counter in financial centers.
- Safe, secure peer-to-peer payments through Zelle®,which facilitated 42.5 million person-to-person electronic payments in Q3 2018.
AI-assistant Erica®, which has helped more than 4 million users with
more than 15 million requests since its full launch in
Being a great place to work for our employees
The company’s ability to deliver strong results and drive responsible growth directly depends on its more than 200,000 employees worldwide. Core to responsible growth is being a great place to work for employees and helping them realize their own power to make a difference.
Being an inclusive workplace for our employees around the world
- Building a diverse and inclusive company where every employee is able to bring their whole self to work, making them better able to serve the unique needs of clients and customers and reflect the communities the bank serves.
- Offering 11 Employee Networks with more than 250 local chapters and more than 120,000 memberships globally to help connect employees with shared backgrounds and interests in developing leadership skills and building strong ties with the communities we serve.
- Encouraging “courageous conversations” where more than 60,000 employees have participated in group discussions on topics that are important to employees, such as race, gender dynamics, social justice, LGBT+ equality and the lasting legacy of the Vietnam War.
Creating opportunities for growth and development
- Supporting employees’ career development and investing in tools and resources to help employees realize their career aspirations.
- Providing learning resources that connect employees to innovative and engaging learning and education to help them explore career paths, freshen up skills or just learn more about career opportunities at our company.
- Supplementing learning resources for all employees with additional training opportunities specifically for managers. In 2017, 86 percent of eligible managers participated in some form of manager development training.
Offering tax-free tuition reimbursement up to
$5,250per tax year for certain job-related courses.
Recognizing and rewarding performance
- Making regular increases over many years as a leader in paying our U.S. hourly employees at a rate generally above federal, state and local minimum wage requirements for several years.
- Fostering a pay-for-performance culture focused on equal pay for the great work employees do to support customers and clients.
Recognizing employees for driving responsible growth and sharing
success, the company has announced special compensation awards of cash
or stock for approximately 95 percent of employees twice since
Supporting physical, emotional and financial wellness
Providing quality health care while taking a long-term approach to
managing health care costs. While health care costs continue to rise
across the U.S.,
Bank of Americahas kept related cost increases for its employees at or below the national average. Since 2010, more than 70 percent of employees have seen no cost increase or an increase well below the increase of the cost to the company.
- Offering industry-leading programs to balance the needs of work and family – including 16 weeks of paid parental leave, backup child and adult care services, and 20 days of paid time away for the loss of a spouse, partner or child.
Investing in the financial futures of our employees.
Bank of Americaprovides 401(k) matching contributions of up to 5 percent of eligible pay, starting after one year of service, and an additional 2-3 percent annual 401(k) company contribution, as well as free, personalized retirement and benefits guidance.
- Supporting teammates in the moments that matter most through our Life Event Services team, which provides employees and their family members one-on-one support to navigate significant life events such as natural disasters, domestic violence situations and death or illness. Since its launch in 2014, Life Event Services has supported more than 77,000 employees.