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perfect name, enlightenedtheme for wordpress, napolean, urban, francs2000, bulletinboard, case law, anti racism, regional internet registry, harbinger productions, lyle, deena martin, black, people, outlawz, sony pictures, contests, education, cop killer, kevin dillon, | Between April 11-13 of this year they filed the following trademarks under “financial services”: Archetype true stories Amplify Amworth Ameriprise Luminous Oakbridge Sageborne Sagemont Riversource Tiller Filing multiple marks at the end of a naming process is a typical procedure, giving American Express multiple options during the global vetting process. true stories So which of these names will be THE name? We’re going to guess that it will be Ameriprise, though we hope it won’t true stories be. Anyone else? UPDATE 5/25: Don’t say we didn’t warn you. In a quick change of course, American Express went from being secretive about the new name yesterday to announcing it today. As predicted, they went with Ameriprise, because despite the spin, it was the easiest name to sell internally. How can we tell? |
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“I feel the name that we landed on really conveys contests the attributes that we will be advertising and talking about as we build the company,” Chief Marketing Officer Kim Sharan said contests Monday in an interview…. …The name search included American Express Financial’s 18,000 employees and financial advisers nationwide and the New York branding agency of Lippincott Mercer. Forty percent of employees and advisers participated contests in an online survey to determine what characteristics they most associated with the company, Sharan said. “There has been such buzz about this place shortly after the spinoff was announced,” said David Kanihan, a spokesman for American Express Financial Advisors. “The name is something people can really latch onto.” The company determined its name should reflect these characteristics: personal and approachable, authentic, pro-active, creative, knowledgeable and vast, Sharan said. Amex won’t say what the new name is, but we can give you a peek. |
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