LEHMAN BROTHERS
Lehman Brothers Private Bank a venerable Wall Street brand was loosing market share among high net worth individuals as competition for this market segment’s assets intensified, particularly as demonstrated by increased advertising. Seeking to break through the competitive clutter, Lehman supercharged its brand by engaging in a substantial communications program utilizing its most well known spokespersons in a thought leadership program focusing on the most relevant issues facing high net worth investors beyond immediate returns. After intensive media training, spokespersons engaged in a series of media briefings resulting in considerable coverage in trade, financial and business papers as well as broadcast. White papers on various financial issues were used as backgrounders and interview summaries posted on a re-designed web site. The campaign worked as Lehman regained its top tier position serving high net worth clients.