Morgan Stanley 2000 Annual Report Download - page 9

Our Brand. We have thought hard this past year about our brand—what it should
stand for and how to present and communicate it in a way that will resonate with cli-
ents. We have decided that the brand for our company will be the words “Morgan
Stanley,” and we are going to support this brand through advertising, and in our
words and actions, so that it embodies the promise of client-tailored excellence. We
believe that client-tailored excellence should be the experience of every client who
does business with our company, and it will set a standard we are going to hold our-
selves to every day in all our products, services and relationships.
New Market Paradigms. The capital markets are not only growing in size and
depth, but their very structure and dynamics are changing, and new paradigms are
beginning to emerge. While no one can predict fully which new models will replace
the old, we believe that Morgan Stanley Dean Witter, because of its broad participa-
tion in the world’s financial markets, can help clients navigate these changes. We are
involved in several initiatives to develop alternative trading systems and new market
platforms. One example is Jiway, launched in November 2000 with OM Gruppen AB
of Sweden. Jiway establishes the first electronic Pan-European exchange and will pro-
vide a single point of customer access for up to 6,000 stocks. Other initiatives include:
Fxall.com, a Web-based multi-dealer foreign exchange service; BondBook, an elec-
tronic bond trading system; and TheMarkets.com, an industry-wide portal for
institutional investors that gives clients access to real-time new issue information,
global equity research, and news and market data—all at a single site.
New Economic Models. As markets become more transparent and customers gain
additional power, we are looking at all our businesses to find ways to make them
more client-focused and efficient and to expand those products and services that
offer the highest value to clients. For example:
•฀฀In฀individual฀securities,฀we฀are฀organizing฀our฀businesses฀across฀a฀single฀service฀plat-
form that will provide all customers with multiple points of contact, including the
opportunity to invest online as well as draw on the advice of a financial advisor.
Clients will be able to self-select services based on their needs. We also are taking
steps to expand our business with high net worth individuals and to increase fur-
ther the productivity of our financial advisors.
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Our new logo has a contemporary,
forward-looking design and signifies
a company that is trusted, smart
and dynamic.