Can the ultimate too-big-to-fail bank persuade customers that it is humble?
A new Bank of America Corp. ad campaign is taking on that task, with the tag line "Life's Better When We're Connected" replacing “Bank of Opportunity.”
“We need to focus on customer needs first and we know our place,” Meredith Verdone, BofA's head of brand marketing, told Ad Age, which reported Friday that the campaign would roll out during the NCAA basketball championships this weekend.
“We know we're not the center of your life,” Verdone said, “but we will connect you to what it is."
BofA has had some reputational rough sledding since the financial crisis, when the Charlotte, N.C., giant was one of just two big banks (the other was Citigroup Inc.) to require two rounds of government bailout money.