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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": "Uses a ripple/concentric diagram to show how core behavior radiates through PR, engagement, and campaigns into specific channels.",
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      "text": "actions like these, communicated to the public, will cause a reappraisal of BNY Mellon.",
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      "text": "Concentric ripple diagram showing Core Behavior -> PR -> Consumer Engagement Platform -> Communications Campaign -> Channels (Social, Experiential, Digital, Traditional Advertising, Advocacy)",
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      "text": "FROM: One bank, many brands; Stale, old fashioned and slow to advance. TO: One brand, one powerful entity: BNY Mellon; Future thinking, with a discerning eye on the past.",
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      "text": "WE BELIEVE",
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