Unlike the rest of us, brands have no age. The ones that endure for decades -- centuries, even -- merely find a way to reinvent themselves, time and time again. Sometimes, that "way" comes in the form of an opportune moment in popular culture, like in the case of 232 year-old BNY Mellon, which formed in 2007 with the merger of The Bank of New York and Mellon Financial Corp. BNY Mellon saw and seized the chance to engage with an insanely popular Broadway musical, whose starring character just happened to be its founder: Alexander Hamilton. As Global Head of Corporate Marketing Aniko Delaney tells it, "Hamilton" opened a stage door that allowed her company to share its story in a more engaging way than ever before.
The Opening Scene
When Aniko Delaney became the Head of Corporate Marketing, she was well versed in the BNY Mellon brand, having been the head of marketing for six of its businesses. In addition to building a reputation as a respected and trusted organization, says Ms. Delaney, BNY Mellon's executives also hoped to modernize its message.
Fortunately, when Ron Chernow's book, "Hamilton," became Lin-Manuel Miranda's Broadway sensation, the historical Mr. Hamilton had already been playing a starring role at BNY Mellon for more than two centuries. "As long as I've been at the company," says Ms. Delaney, "we've always celebrated our founder, Alexander Hamilton, and his pioneering and innovative spirit." As the musical garnered acclaim, Ms. Delaney and her team understood that popular culture was celebrating a hero they knew well. They seized the opportunity four months ago, beginning a new year-long campaign.