When a brand is as much a luxury to some customers as it is a business imperative to others, its brand image must be nimbly presented. We analyzed its diverse audiences, from the Ultra-High Net Worth shareowners to corporate clients, and from regulators to its own, far-flung staff. Consistent in form yet with subtle shifts in tone and manner appropriate for each unique conversation, the re-envisioned brand said one thing above all others: unchallenged industry leader.