Case Study


With $1.7 Trillion in global client assets, BNY Mellon's Pershing is a leader in providing global financial solutions to advisors, broker-dealers, hedge and '40 Act fund managers.

When a competitor targeted them through misleading campaigns they turned to The Blake Project to evaluate the threat and strategize a response.

Through a strategic session with the senior leadership team we helped them counter-offer rather than counter-attack, keeping their target audience focused on what’s known and proven, rather than simply responding to the agitator.

In defining new storylines to thwart this competitive threat we maintained alignment with their brand and changed the conversation being had on their competitor's terms in the marketplace.

The work required our brand strategy and brand storytelling expertise.