Bank of America in April will launch a campaign focused on restoring its reputation, which was battered by its need for federal assistance during the financial crisis. The bank will likely change its tagline, currently "Bank of Opportunity," though the new slogan hasn't been disclosed. "Coming out of the financial crisis, we were confronted with a serious set of challenges. We have fundamentally reshaped who we are," says Anne Finucane, head of global strategy and marketing.
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