2008 monitor-the bank-of_new_york-_re-branding

Brand Matters: Managing Market Perception of a Transformed Company

John GreggDirector, Brand StrategyOctober 21st, 2008

Copyright © 2008 Monitor Company Group, L.P. — Confidential 2

Marking an Era of Transformation and Growth

Transformation from a traditional commercial bank to a broad-based global financial services company

Radically expanded capabilities via acquisitions and product innovation

89 acquisitions

Investments in technology and people increased penetration of global markets

Broadened the bank’s client base on a global basis

Solidified and extended industry leadership positions


1997 2007

Shifting the Earnings Contribution

Corporate

Banking

20%

Securities &

Fiduciary

Businesses*

27%

Retail Banking

15%

Financial

Market Svcs

13%

Credit Cards

18%

Asset-Based

Lending

7%

Corporate &

Other

1%

Treasury

Services

6%

Investor &

Broker-Dealer

Services

36%

Execution &

Clearing

22%

Issuer

Services

14%

Retail &

Middle Market

13%

Private Bank

& BNY Asset

Mgmt

8%


Framing an Era of Transformation and Growth

1998 A U.S.-focused business

Servicing securities in 50 markets

Operations centers in NY, London

15,000 staff (4% non-U.S.)

12% revenues from outside U.S.

45% non-interest income

$9.6B market capitalization

$2.3T assets under custody

Today A global enterprise in 33 countries

Servicing securities in 101 markets

Operations centers in NY, London, Brussels, Dublin, Singapore

23,450 staff (23% non-U.S.)

25% revenues outside U.S.

72% non-interest income (’05)

$24.4B market capitalization (12/31/05)

$10.9T assets under custody


The Bank of New York’s Global Presence

Mexico City

Sao Paulo

Madrid

Buenos Aires

ParisMilan Istanbul

Beirut

Cairo

Moscow

Manila

Shanghai

Melbourne

Grand Cayman

LondonFrankfurt

Singapore

Hong Kong Taipei

Tokyo

Seoul

Bangkok

Mumbai

Jakarta

Abu Dhabi

New York Headquarters

MontrealBrussels

Edinburgh

Dublin

Liverpool

Luxembourg

Subsidiary

Branch

RepresentativeOffice

Beijing

Johannesburg

Kuala Lumpur


Scale of Core Servicing Businesses

Clear and settle $1.4 trillion in trades daily

Clear more than half of all U.S. Government securities

Move more than $1 trillion daily

Trustee for $3 trillion in debt

Service over $1.1 trillion daily in tri-party balances

Over $150 billion in assets under management

Handle nearly two-thirds of all sponsored depositary receipt programs

Copyright © 2008 Monitor Company Group, L.P. — Confidential

7

Product

and Service

Offerings

Securities Servicing and Global Payments Services

Investor Services

Trustee and depositary

Global fund servicing

Fund accounting and

administration

Trustee custody and

fund administration

Outsourcing

Parent

Capabilities

Communicative

“Brands”

Issuer Services

Depositary receipts

Corporate trust services

Stock transfer

services

ETF Services

Brokerage & Clearing Services

Pre-trade analysis

Trade execution

Trade clearing

Post-transaction reporting

Global Liquidity Services

Outsourcing

Global Payment Services

Funds transfer

Cash management

Trade services

- Letters of credit

- Documentary collections

- Reimbursements

- Automated inquiry and reporting

Deposit and disbursement services

BNY Plan Services

Communications Audit

Pre-existing Brand Architecture 1


Retail Banking

Retail

Small

Business

Investment

Centers

Financial companies services

Special industries banking

U.S. commercial banking

Regional commercial banking

International banking

Leasing and credit

Global Markets

Foreign exchange

Interest-rate

and currency

derivatives

Strategy and

research

Currency overlay

BNY Overlay Associates

Corporate Banking ServicesAsset Management &

Private Client Services

Portfolio management

Wealth management and

advisory services

Family wealth management

Gannett Welsh & Kotler

Estabrook Capital Management

Investment

Advisory

Services

Greenwich Advisors

Beacon Fiduciary Advisors

Parent

Capabilities

Product

and Service

Offerings

Communicative

“Brands”

Communications Audit

Pre-existing Brand Architecture 2


Communications Audit:A Fragmented Identity


Key Branding Opportunities

Clients know and like the Bank of New York, but do not know of the range of products / solutions the bank can offer them.

Prospects are generally aware of the Company, but do not understand the value we can deliver for them nor the high level of service that we are providing our clients.

Bank of New York has the opportunity to present the marketplace with a consistent alignment of messages, look and tone that will increase the efficiency of their communications.

Today


Brand Strategy Project Background

Project Objectives

To develop a long-term brand strategy that helps our transformed organization:

Become better recognized and better understood

Build preference for the Company among key constituencies

Establish appropriate control mechanisms for managing its brand


Scope of Branding Project

Starting in January, The Monitor Company Group created the strategic brand framework

Vision, values, positioning, image attributes

Simplified and aligned brand architecture with core competencies

Monitor developed new corporate signature and visual identification system to convey new brand positioning and brand image attributes

Marketing communications

Stationery

Signage

Presentations

Trade show/conference presence

Monitor worked with Droga5 to develop a new advertsing campaign to announce the brand message

Monitor established guidelines to manage the brand


We strive to be

the acknowledged global leader

and preferred partner

in helping our clients

succeed in the world’s

rapidly evolving financial markets.

The Vision


Supported By the Brand Promise and Core Values

Integrity Exhibiting uncompromising honesty and ethics in all we do

RespectHonoring and valuing the ideas and experiences of the individual

Personal Responsibility

Taking ownership for enhancing our performance and reputation

Teamwork Collaborating to achieve our shared goals

ExcellenceUpholding the highest standards of professionalism and performance

Core Values


Differentiated By Key Attributes

LeadershipWe are at the forefront of our industry in the ways that matter most to our clients

ExpertiseWe know our business and the industries we serve, and have an aptitude for helping clients identify opportunities

Client FocusWe place our clients’ success at the center of everything we do

InnovationWe find inventive and progressive ways to expand our capabilities to help our clients keep pace with a changing landscape

Global ReachOur worldwide capabilities and local market knowledge support clients wherever they invest or conduct business

Five Key Attributes


Individual and RegionalBanking Services

Execution Services

Independent Research

Clearing & Financial Advisor Services

Custody Services

Global Fund Services

Securities Lending

Collateral Management Services

Corporate Trust Services

Depositary Receipts

Transfer Agency Services

Global Payment Services

Capital Markets

Global Markets

Global Trade Services

Liquidity Services

Institutional Asset Management Services

Personal Asset Management Services

Private Banking

Business Banking

Personal Banking

Securities ServicingTreasury Management Services

Investment Management Services

Client Management

Defined by Core Competencies


History of The Bank of New York


The Street - Current Imagery


Creative Exploration –A Blend of Heritage With a View to the Future

New Images

Current Images


Currency / Pattern Studies –Heritage and “Aspirational” Iconography


New Corporate Signature

21


Visual System

22


Visual System

23


24

Web Site


Annual Report


Print Advertising

26


Ongoing Brand Management

Educate

Monitor is continuing to train sales staff, product professionals and employee base on the new marketing messaging platform and communications tools

Guide

Monitor developed collateral guidelines and provided access to web-based brand center with help desk

Communicate

Restructured marketing communications platform and go-to-market strategy

Audit

Monitor developed an ongoing brand audit process and set KPIs in order to ensure consistency of all brand communication activities


Summary

Why Reposition a Brand with Such a Rich Heritage?

Formally establish and reinforce the bank’s core values

Reflect the transformation of our company

Simplify it’s brand architecture to differentiate Bank of New York in a highly competitive marketplace

Clearly explain the Company’s complex products and services

Deliver all messages to employees, clients, prospects, and the financial community with consistency and clarity.


Final Thoughts

Rapid pace of business change has made branding more critical that ever

Launching a brand is only a start

A brand is the sum of all the experiences that a client or prospect has with our company

Need to deliver on the brand promise each and every day

Consistency is the key to powerful

branding

2008 monitor-the bank-of_new_york-_re-branding

Marketing

treasury services

monitor company group

global basis

depositary global fund

global enterprise

penetration of global

market perception

b market capitalization