Led the Monitor Boston brand strategy team in developing a new brand identity, brand architecture, brand guidelines and implementation roadmap for the Bank of New York

1. Brand Matters:
Managing Market Perception of a Transformed Company
John Gregg
Director, Brand Strategy
October 21st, 2008

2. Copyright © 2008 Monitor Company Group, L.P. — Confidential
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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 the bank’s client base on a global basis
 Solidified and extended industry leadership positions

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1997 2007
Shifting the Earnings Contribution
Corporate
Banking
20%
Securities &
Fiduciary
Businesses*
27%
Retail Banking
15%
Financial
Market Svcs
13%
Credit Cards
18%
Asset-Based
Lending
7%
Corporate &
Other
1%
Treasury
Services
6%
Investor &
Broker-Dealer
Services
36%
Execution &
Clearing
22%
Issuer
Services
14%
Retail &
Middle Market
13%
Private Bank
& BNY Asset
Mgmt
8%

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Framing an Era of Transformation and Growth
1998
 A U.S.-focused business
 Servicing securities in 50 markets
 Operations centers in NY, London
 15,000 staff (4% non-U.S.)
 12% revenues from outside U.S.
 45% non-interest income
 $9.6B market capitalization
 $2.3T assets under custody
Today
 A global enterprise in 33 countries
 Servicing securities in 101 markets
 Operations centers in NY, London,
Brussels, Dublin, Singapore
 23,450 staff (23% non-U.S.)
 25% revenues outside U.S.
 72% non-interest income (’05)
 $24.4B market capitalization (12/31/05)
 $10.9T assets under custody

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The Bank of New York’s Global Presence
MexicoCity
SaoPaulo
Madrid
Buenos Aires
Paris
Milan Istanbul
Beirut
Cairo
Moscow
Manila
Shanghai
Melbourne
Grand Cayman
London
Frankfurt
Singapore
Hong Kong Taipei
Tokyo
Seoul
Bangkok
Mumbai
Jakarta
Abu Dhabi
New York
Headquarters
Montreal
Brussels
Edinburgh
Dublin
Liverpool
Luxembourg
Subsidiary
Branch
Representative
Office
Beijing
Johannesburg
Kuala Lumpur

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Scale of Core Servicing Businesses
 Clear and settle $1.4 trillion in
trades daily
 Clear more than half of all U.S.
Government securities
 Move more than $1 trillion daily
 Trustee for $3 trillion in debt
 Service over $1.1 trillion daily in tri-
party balances
 Over $150 billion in assets under
management
 Handle nearly two-thirds of all
sponsored depositary receipt
programs

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Product
and Service
Offerings
Securities Servicing and Global Payments Services
Investor Services
Trustee and depositary
Global fund servicing
Fund accounting and
administration
Trustee custody and
fund administration
Outsourcing
Parent
Capabilities
Communicative
“Brands”
Issuer Services
Depositary receipts
Corporate trust services
Stock transfer
services
ETF Services
Brokerage & Clearing Services
Pre-trade analysis
Trade execution
Trade clearing
Post-transaction reporting
Global Liquidity Services
Outsourcing
Global Payment Services
Funds transfer
Cash management
Trade services
- Letters of credit
- Documentary collections
- Reimbursements
- Automated inquiry and reporting
Deposit and disbursement services
BNY Plan Services
Communications Audit
Pre-existing Brand Architecture 1

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Retail Banking
Retail
Small
Business
Investment
Centers
Financial companies services
Special industries banking
U.S. commercial banking
Regional commercial banking
International banking
Leasing and credit
Global Markets
Foreign exchange
Interest-rate
and currency
derivatives
Strategy and
research
Currency overlay
BNY Overlay Associates
Corporate Banking ServicesAsset Management &
Private Client Services
Portfolio management
Wealth management and
advisory services
Family wealth management
Gannett Welsh & Kotler
Estabrook Capital Management
Investment
Advisory
Services
Greenwich Advisors
Beacon Fiduciary Advisors
Parent
Capabilities
Product
and Service
Offerings
Communicative
“Brands”
Communications Audit
Pre-existing Brand Architecture 2

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Communications Audit:
A Fragmented Identity

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Key Branding Opportunities
 Clients know and like the Bank of New York, but do not know of the range of
products / solutions the bank can offer them.
 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.
 Bank of New York has the opportunity to present the marketplace with a
consistent alignment of messages, look and tone that will increase the
efficiency of their communications.
Today

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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
 Starting in January, The Monitor Company Group created the strategic brand
framework
 Vision, values, positioning, image attributes
 Simplified and aligned brand architecture with core competencies
 Monitor 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
 Monitor worked with Droga5 to develop a new advertsing campaign to announce
the brand message
 Monitor established guidelines to manage the brand

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We strive to be
the acknowledged global leader
and preferred partner
in helping our clients
succeed in the world’s
rapidly evolving financial markets.
The Vision

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Supported By the Brand Promise and Core Values
Integrity Exhibiting uncompromising honesty and ethics in all we do
Respect
Honoring and valuing the ideas and experiences of the
individual
Personal
Responsibility
Taking ownership for enhancing our performance and
reputation
Teamwork Collaborating to achieve our shared goals
Excellence
Upholding the highest standards of professionalism and
performance
Core Values

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Differentiated By Key Attributes
Leadership
We are at the forefront of our industry in the ways that
matter most to our clients
Expertise
We know our business and the industries we serve, and have
an aptitude for helping clients identify opportunities
Client Focus
We place our clients’ success at the center of
everything we do
Innovation
We find inventive and progressive ways to expand our
capabilities to help our clients keep pace with a changing
landscape
Global Reach
Our worldwide capabilities and local market knowledge
support clients wherever they invest or conduct business
Five Key Attributes

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Individual and
Regional
Banking Services
Execution Services
Independent Research
Clearing & Financial Advisor
Services
Custody Services
Global Fund Services
Securities Lending
Collateral
Management Services
Corporate Trust Services
Depositary Receipts
Transfer Agency Services
Global Payment Services
Capital Markets
Global Markets
Global Trade
Services
Liquidity Services
Institutional
Asset Management
Services
Personal Asset
Management
Services
Private Banking
Business Banking
Personal Banking
Securities Servicing
Treasury
Management Services
Investment
Management Services
Client Management
Defined by Core Competencies

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History of The Bank of New York

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The Street - Current Imagery

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Creative Exploration –
A Blend of Heritage With a View to the Future
New Images
Current Images

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Currency / Pattern Studies –
Heritage and “Aspirational” Iconography

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New Corporate Signature
21

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Visual System
22

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Visual System
23

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Web Site

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Annual Report

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Print Advertising
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Ongoing Brand Management
 Educate
 Monitor is continuing to train sales staff, product professionals and
employee base on the new marketing messaging platform and
communications tools
 Guide
 Monitor 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
 Monitor developed an ongoing brand audit process and set KPIs in order to
ensure consistency of all brand communication activities

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Summary
 Why Reposition a Brand with Such a Rich Heritage?
 Formally establish and reinforce the bank’s core values
 Reflect the transformation of our company
 Simplify it’s brand architecture to differentiate Bank of New York in a
highly competitive marketplace
 Clearly explain the Company’s complex products and services
 Deliver all messages to employees, clients, prospects, and the financial
community with consistency and clarity.

29. Copyright © 2008 Monitor Company Group, L.P. — Confidential
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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 the brand promise each and every day
Consistency is the key to powerful
branding