B of A makes critical investment in its image

berkovitz2-150x150Boston Herald
Tobe Berkovitz, College of Communication

Besides the Super Bowl commercials, it’s one of the most anticipated advertising campaigns of this year, one that could prove to be a textbook case of how a company goes about mending its tattered image — or unraveling it further…

Expert quote:

“Bank of America had a reputation as the biggest and baddest of the banks, not just because of the financial collapse, but because of what some people consider to be its cannibalistic policies, including its fees and making it tough for people to get mortgages and loans. Advertising makes a promise. For a business to succeed, it needs to keep the promise.”

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