BNY Mellon Tone of Voice — Invested & World

Tagline: "Invested in the World"

Industry: Asset Servicing

Sector: Finance

How BNY Mellon Communicates

BNY Mellon ties financial services to a deep, global stake in the world. "Invested in the World" frames the oldest US bank around custody, asset servicing, and management on a global scale — established, global, substantial. The voice is worlds-oldest-bank and dignified, selling the reassurance of enormous heritage and reach, positioning BNY Mellon around centuries of history and a foundational role in the global financial system, safekeeping and moving vast sums that keep world markets functioning.

Tone Words

BNY Mellon's brand voice is defined by the following tone words: Invested, World, Global.

Communication Style

Language Style: Worlds-oldest-bank
Sentence Type: Statement
Tense: Present
Expression: Imaginative

BNY Mellon Brand Story

BNY Mellon is the worlds largest custodian bank and oldest US bank.

Brand Message

Oldest US bank

Brand Mission

To power individuals and institutions to succeed in the global economy

Brand Positioning

Core Concept: World invested

Central Tension: Uninvested vs. Invested

About BNY Mellon

BNY Mellon Center is a 54-story office skyscraper located in Philadelphia, Pennsylvania. The height to its structural top is 792 ft (241 m). Construction was completed in 1990. The building was formerly called Mellon Bank Center until 2009, when it was renamed as part of a branding initiative for the newly formed Bank of New York Mellon. In early 2019, the building was sold for $451.6 million, a record for a Philadelphia property.

Frequently Asked Questions About BNY Mellon

What is BNY Mellon's tone of voice?

BNY Mellon uses a invested, world, global tone of voice. Their communication is worlds-oldest-bank, typically using statement-style sentences in the present tense. Their tagline "Invested in the World" exemplifies this voice.

What is BNY Mellon's brand message?

BNY Mellon's core message: Oldest US bank Their mission: To power individuals and institutions to succeed in the global economy

What is BNY Mellon's slogan?

BNY Mellon's slogan is "Invested in the World". It carries their invested, world, global voice.

What is BNY Mellon's mission?

BNY Mellon's mission: To power individuals and institutions to succeed in the global economy

What makes BNY Mellon's brand voice unique?

BNY Mellon stands out through their invested, world, global communication style. Their central brand tension, "Uninvested vs. Invested", shapes how they communicate across the Finance sector.

What language style does BNY Mellon use?

BNY Mellon uses worlds-oldest-bank language, with imaginative messaging, in statement-style sentences, using the present tense.