| What: |
|
The Development of Wachovia's Brand Mark. |
| |
| When: |
|
Began in August 2001 and continued through December 2001 when the Operating Committee approved the brand. Further development, testing and refinement of the brand mark occurred in January and February of this year as it was applied to collateral, signage, business cards and retail design environments. |
| |
| Who: |
|
Wachovia Corporation partnered with Interbrand - a New York-based brand identity firm with a dynamic team and strong set of credentials - to help develop a new brand. Interbrand's client list includes BMW, JPMorganChase, British Airways, Nationwide, IBM and Franklin Covey. |
| |
| How: |
|
Interbrand reviewed more than 45,000 employee comments/responses from previous surveys, met with more than 160 senior leaders to discuss the strategic direction and priorities of Wachovia and reviewed legacy customer and client research to determine what customers expect from a leading financial services provider and how Wachovia could uniquely meet or exceed those expectations. |
| |
| Why: |
|
To develop a differentiating brand positioning and dynamic brand mark that customers will come to recognize as the insignia of the best, most trusted, most admired financial services company in the industry. |
| |
| Where: |
|
Wachovia's brand mark will be displayed at financial centers, brokerage offices and corporate and investment banking centers worldwide. The new brand will make its advertising debut in campaigns for Wachovia Securities this spring and with the first bank deposit conversion in Florida in the fall. Online customers will see the new brand integrated into our new website this fall.
Over time, the brand mark will also be seen in various sports and entertainment venues where Wachovia has exclusive sports and event sponsorship relationships. |
