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NEW YORK Bank of America, which merged with Merrill Lynch during the height of the banking crisis in September, this week rolled out a print campaign and logo for the new entity, Bank of America Merrill Lynch.
The effort, via WPP’s The Brand Union, retains the identity for BofA, but icons related to the Merrill Lynch brand, most notably its bull mascot, have been scuttled.
Despite the firms’ recent troubles, which included public outcry over the acceptance of $20 billion of bailout money from the federal government, the ad copy plays up the reputations of both entities.
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