• 01 Feb 2013 at 1:05 PM

BofA To Spend Mortgage Savings Telling Everyone How Not-Horrible It Is

By Jon Shazar

Dick Bové’s absence (and the Countrywide debacle and bailout disaster and Brian Moynihan’s not-always-rosy pronouncements) have really done a number of Bank of America’s image. And while Bové tried to make up for lost time yesterday*, it simply isn’t enough to avoid a massive new advertising campaign designed to convince people that BofA isn’t as bad as it seems.

Moynihan announced the marketing push with his usual aplomb.

“It just boils down to being better than we are today,” said Mr. Moynihan from a United Parcel Service Inc. facility in Maryland. UPS is a client of Bank of America.

He’s just a branding executive’s dream-come-true, isn’t he? Move over, Brian, and let the silver-tongued Anne Finucane, BofA’s in-house marketing guru, handle it.

“Coming out of the financial crisis, we were confronted with a serious set of challenges,” said Ms. Finucane on the internal video. “We have fundamentally reshaped who we are.”

BofA Prepares New Ad Push [WSJ]
Dick Bove Celebrates New Home, Debuts ‘Manifesto’ [American Banker]
*Sayeth the author of the Banking Manifesto:

“Do you think Bank of America’s going to go out of business? … If it’s not, then do you think the mortgage lawsuits will go away eventually?” he asked one guest, referring to the massive backlog of claims filed by private and government buyers of B of A’s mortgage-backed securities. And if it’s safe to assume that the bank won’t go out of business and will eventually resolve those claims, Bove concluded, “So why should they matter?”

Comments (15)

  1. 1
    Posted by Guest | February 1, 2013 at 1:09 PM

    BofA = Jon Shazar
    Mortgage = Life
    It = He

  2. 2
    Posted by Sorry I had to | February 1, 2013 at 1:33 PM

    slow clap

    (the sound, not the Shazar gonorrhea variant)

  3. 3
    Posted by Debris Field | February 1, 2013 at 1:34 PM

    “Coming out of the financial crisis, we were confronted with a serious set of challenges,” said Ms. Finucane on the internal video. “We have fundamentally reshaped who we are.”

    Right. And, not by choice, people who are in a plane crash are generally reshaped as well.

  4. 4
    Posted by Sharizard | February 1, 2013 at 1:35 PM

    you have a tendency towards choosing titles that, ironically, could describe yourself.

  5. 5
    Posted by Guest | February 1, 2013 at 1:54 PM

    Guys, lay off Shazar. Everything with 3 wheels turns out great!

  6. 6
    Posted by Guest | February 1, 2013 at 1:55 PM

    I just sneezed and shazarted all over my secretary.

  7. 7
    Posted by Quikding | February 1, 2013 at 2:01 PM

    my favorite rapper… is Tupac Shazur…

  8. 8
    Posted by Larry | February 1, 2013 at 2:27 PM

    Quite possibly the worst comment ever posted here.

  9. 9
    Posted by Cos Cob | February 1, 2013 at 2:34 PM

    I wonder if he is comfortable wearing his clean white cotton underwear…….mmmmmm

  10. 10
    Posted by guest | February 1, 2013 at 3:49 PM

    fade

  11. 11
    Posted by Incitatus | February 1, 2013 at 4:42 PM

    You are obviously new to the site.

  12. 12
    Posted by Shecky Dumplings | February 1, 2013 at 4:44 PM

    racist….check your motives

  13. 13
    Posted by Emelio | February 2, 2013 at 4:32 PM

    BofA trying to advertise their way out their shitty image is like Charlie Sheen selling tiger blood on YouTube to get his career back on track.

  14. 14
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  15. 15
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