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  "documentTitle": "The Bank of New York Mellon (BK)",
  "authorId": "07_Marcato",
  "authorName": "Marcato Capital Management",
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  "presentationDate": "2015-03-01 00:00:00",
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  "notes": "The slide uses an image of an existing BNY Mellon advertisement to illustrate the disconnect between the brand's messaging and its actual business structure.",
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      "text": "And while the advertising was well executed, it may have been developed across the wrong strategic brief. Without a singular brand, the company was still sending the majority of investors to work with one of its 14 boutiques, none of which are covered in the ads themselves.",
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