Rebranding has been a noticeable trend over the last few months, particularly in the mutual fund arena. Just last week, executives of The Reserve Funds of New York, creator of the first money market fund, announced they would drop the "Funds" from the firm's moniker and become the shorter "The Reserve" to reflect an expanding business. And this past Fall, with the spinoff of the American Express financial advisor unit from the American Express card and travel unit, the asset management and insurance division was rebranded Ameriprise Financial, while its American Express Funds were remaed RiverSource Funds.
Adopting a whole new identity gives a firm a chance to differentiate themselves in a commoditized market, said David Kendall, principal and creative director of Kendall Ross Brand Development & Design of Seattle. "Brand used to be associated with marketing, but people now understand it is a strategic, organizational tool." Rebranding has to be appropriate, allow a firm to connect with its audience and be something it can deliver on, he added.
Read the full article, as featured in "Money Management Executive" - January 23, 2006
To learn more about this project, or any of our featured work, contact our client development team via email or call +1 206.262.0540.
|
 |
|
Download this article and related materials as a PDF |
|
