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Bank of America needed to demonstrate that it can meet – and even exceed – expectations for delivering both an enhanced customer experience and consistent, profitable growth.
The annual report’s theme and structure reinforced that message by having the narrative written as a long form letter from the CEO structured around the four pillars of responsible growth.
Through the lens of responsible growth, Bank of America was able to demonstrate that they are able to have strong annual results without having to sacrifice any of their clients' needs. In addition, by using the CEO’s voice to tell this story, we were able to humanize the institution.