We’ve written before about how Bank of America had a stab at erasing some of the Merrill Lynch brand after buying it by removing the Merrill ‘principles’ from the wall of its London headquarters.
But that looks pretty slick compared to the way in which the bank has recently rebranded itself – something that has now taken more than 12 months and feels even longer than that.
The latest D-Day for what must surely be the least exciting ‘brand positioning’ in corporate history came on Monday when it was the research team’s turn to be completely transformed.
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