Brand Matters:
Managing Market Perception of a Transformed Company
Gerald L. Hassell
President
March 28, 2006
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 our client base on a global basis
Solidified and extended our industry leadership positions
2
Shifting the Earnings Contribution
1995 2005
Corporate &
Retail & Other
Credit Cards Middle Market 1%
18% Securities & 13% Investor &
Fiduciary Broker-Dealer
Businesses* Private Bank Services
27% & BNY Asset 36%
Mgmt
Asset-Based 8%
Lending
7% Treasury
Services
6%
Financial Corporate
Market Svcs Banking
13% 20%
Issuer
Services Execution &
Retail Banking 14% Clearing
15% 22%
* Includes Securities Services, Global Payments, Asset Management and Private Client Services
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Framing an Era of Transformation and Growth
1995 Today
A U.S.-focused business A global enterprise in 33 countries
Servicing securities in 50 markets Servicing securities in 101 markets
Operations centers in NY, London Operations centers in NY, London,
Brussels, Dublin, Singapore
15,000 staff (4% non-U.S.) 23,450 staff (23% non-U.S.)
12% revenues from outside U.S. 25% revenues outside U.S.
45% non-interest income 72% non-interest income (’05)
$9.6B market capitalization $24.4B market capitalization (12/31/05)
$2.3T assets under custody $10.9T assets under custody
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The Bank of New York’s Global Presence
Edinburgh
Liverpool
London Moscow
Dublin Frankfurt
Montreal
Brussels Luxembourg
Paris Tokyo
New York Milan Istanbul
Madrid Beijing
Headquarters Beirut Seoul
Mexico City Cairo Abu Dhabi
Shanghai
Hong Kong Taipei
Grand Cayman Mumbai
Manila
Bangkok
Singapore
Kuala Lumpur
Jakarta
Sao Paulo
Subsidiary
Buenos Aires Johannesburg
Branch
Melbourne
Representative
Office
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Market Leadership in Securities Servicing
Category Measure Rank
Depositary Receipts Total programs 1
Corporate Trust U.S. & intl. debt issuance 1
Correspondent Clearing IBD relationships 1
Global Clearance Average U.S. govt. volume 1
Collateral Management Average U.S. volume 1
Global Custody & Fund Services Assets under custody 2
Securities Lending Loans outstanding 2
Exchange Traded Funds Number of funds 2
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Scale of Core Servicing Businesses
Clear and settle $1.4 trillion Service over $1.1 trillion daily
in trades daily in tri-party balances
Clear more than half of all Over $150 billion in assets
U.S. Government securities under management
Move more than $1 trillion Handle nearly two-thirds of all
daily sponsored depositary receipt
programs
Trustee for $3 trillion in debt
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Communications Audit
Pre-existing Brand Architecture
Parent
Capabilities Securities Servicing and Global Payments Services
Product Investor Services Issuer Services Brokerage & Clearing Services Global Payment Services
and Service Trustee and depositary Depositary receipts Pre-trade analysis Funds transfer
Offerings
Global fund servicing Corporate trust services Trade execution Cash management
Fund accounting and Stock transfer Trade clearing Trade services
administration services Post-transaction reporting - Letters of credit
Trustee custody and ETF Services Global Liquidity Services - Documentary collections
fund administration - Reimbursements
Outsourcing - Automated inquiry and reporting
Outsourcing
Deposit and disbursement services
Communicative
“Brands”
BNY Plan Services
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Communications Audit
Pre-existing Brand Architecture
Parent
Capabilities Asset Management & Corporate Banking Services Global Markets Retail Banking
Private Client Services
Product
and Service Portfolio management Financial companies services Foreign exchange Retail
Offerings Wealth management and Special industries banking Interest-rate Small
advisory services U.S. commercial banking and currency Business
Family wealth management Regional commercial banking derivatives Investment
International banking Strategy and Centers
research
Leasing and credit
Currency overlay
Communicative
“Brands”
Investment Greenwich Advisors
Advisory
Services
Beacon Fiduciary Advisors BNY Overlay Associates
Gannett Welsh & Kotler
Estabrook Capital Management
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Communications Audit
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Key Branding Opportunities
Today
Our clients know and like us, but do not know of the range of
products / solutions we can offer them.
Our 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.
We have an opportunity to present the marketplace with a
consistent alignment of messages, look and tone that will increase
the efficiency of our communications.
11
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
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Scope of Branding Project
Established strategic brand framework
Vision, values, positioning, image attributes
Simplified and aligned brand architecture with core competencies
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
Created new advertising campaign to announce our brand message
Established controls to manage the brand
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Our Vision
We strive to be
the acknowledged global leader
and preferred partner
in helping our clients
succeed in the world’s
rapidly evolving financial markets.
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Supported By Our Brand Promise
Our Values
Exhibiting uncompromising honesty and ethics in
Integrity
all we do
Honoring and valuing the ideas and experiences
Respect
of the individual
Personal Taking ownership for enhancing our performance
Responsibility and reputation
Teamwork Collaborating to achieve our shared goals
Upholding the highest standards of
Excellence
professionalism and performance
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Differentiated By Our Brand Promise
Our Five Key Attributes
We are at the forefront of our industry in the ways
Leadership
that matter most to our clients
We know our business and the industries we serve,
Expertise and have an aptitude for helping clients identify
opportunities
We place our clients’ success at the center of
Client Focus
everything we do
We find inventive and progressive ways to expand
Innovation our capabilities to help our clients keep pace with a
changing landscape
Our worldwide capabilities and local market
Global Reach knowledge support clients wherever they invest or
conduct business
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Defined by Our Core Competencies
Individual and
Treasury Investment Regional
Securities Servicing Management Services Management Services Banking Services
Execution Services Global Payment Institutional Private Banking
Independent Research Services Asset Management Business Banking
Capital Markets Services
Clearing & Financial Advisor Personal Banking
Services Global Markets Personal Asset
Management
Custody Services Global Trade Services
Global Fund Services Services
Securities Lending Liquidity Services
Collateral
Management Services
Corporate Trust Services
Depositary Receipts
Transfer Agency Services
Client Management
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History of The Bank of New York
18
The Street - Current Imagery
19
Creative Exploration –
A Blend of Our Heritage With a View to the Future
Current Images
New Images
20
Currency / Pattern Studies –
Our Heritage and “Aspirational” Image Attributes
21
New Corporate Signature
22
Visual System
23
Visual System
24
Web Site
25
Annual Report
26
Print Advertising
27
Ongoing Brand Management
Educate
Trained sales staff, product professionals and employee base on
our new marketing messaging platform and communications
tools
Guide
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
Develop brand audit process with compliance in order to ensure
consistency of messaging
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Summary
Why Reposition Our Brand?
Formally establish and reinforce our values, especially now
Reflect the transformation of our company
Simplify our brand architecture to differentiate ourselves in a
highly competitive marketplace
Clearly explain the Company’s complex products and services
Deliver our messages to employees, clients, prospects, and the
financial community consistently
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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 our brand promise each and every day
Consistency is the key to powerful branding
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