The bull – the iconic image long associated with Merrill Lynch – reappeared in advertisements for the firm over the past week. It is a widely recognized symbol associated with values that hold appeal in troubled times – growth, strength, optimism.
The campaign won’t win any awards for creative brilliance, and its message isn’t unique or original. But in a time of uncertainty, trotting out (sorry) a familiar image is a way to convey a positive message and give a lift to the business.
The ad campaign won’t do much to shift perceptions about Merrill Lynch or Bank of America, but it’s not meant to. The idea simply is to nudge cautious investors toward a financial advisor. Bringing back one of the most enduring brand images ever created just might help.
Beyond reaching clients, advertising often is highly effective in motivating employees. The campaign seems designed to rally the Merrill Lynch brokers and bankers, whose performance has helped lift BofA’s earnings.
Watch an ad from the new Merrill Lynch campaign:
http://youtu.be/Q2K7RvI4DTI