Project Description


BNY Brokerage (Now ConvergEx)

Before: BNY ESI & Co.

  • Unclear business name and product focus created sales challenges
  • Multiple, disjointed brands

  • Confusing value proposition

After: BNY ESI & Co.

  • New names clearly distinguished brands with functional descriptions
  • Organized, benefits-oriented marketing collateral system facilitated sales
  • Comprehensive marketing and public relations program increased market recognition