“The bull is alive and well,” and “He is on your side”
Image source: mlartsource.com/en/blog
“A year after the brand played a major role in a meltdown that prompted a federal bailout and a worldwide economic downturn, Merrill Lynch and its bull are back, with a $20 million campaign offering consumers “help”.
Bank of America, Merrill Lynch’s new owner, is launching the campaign, themed “help2,” to reintroduce its newly acquired Merrill Lynch Wealth Management group…
Hence, print ads that say “help2achieve,” “help2cherish,” “help2discover” and “help2begin.” As a marketing campaign, the superscript 2 refers to the one-on-one, personalized relationships financial advisors have with clients, their “exponentially better” advice and the combined distribution, scale and services offered by the two entities, [Claire] Huang said. (The average Merrill Lynch client stays with his/her financial advisor for 13 years, she said.)
Merrill’s bull, “Dollar,” has also been updated. The mascot retains its classic blue coloring, in a new, white silhouette….”
Source: A Year After Implosion, Merrill’s Bull Is Back, BrandWeek.com
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