No one would debate the fact that Merrill Lynch went thru some tough times during the economic crisis. But Merrill’s Wealth Management took a survey of their clients over this past year and found that they continue to value their relationship with their financial advisors.
As a result, the unit’s new brand platform revolves around its advisors, according to Joan Khoury, head of marketing for Merrill Lynch Wealth Management. The brand platform, dubbed the “Power of the Right Advisor,” builds upon Merrill’s source of strength, says Khoury. Debuting last week, it will be rolled out over the course of the year.
Some innovative things to watch for: Financial Planning Webcasts, major league baseball sponsorships, online financial media and search engines, including its own YouTube channel. Oh, and look for “Power of the Right Advisor” to appear just above CNBC’s stock ticker.
For more on the “new look” for Merrill, see Steve Garmhausen’s April 14th feature article for OnWallStreet, “With Loyal Clients in Tow, Merrill Unveils New Strategy.”