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…The name search included American Express Financial’s 18,000 employees and financial advisers nationwide and the New York branding agency r u still down of Lippincott Mercer. Forty percent of employees and advisers participated in an online survey to determine what characteristics they most associated with the company, r u still down 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 r u still down 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. Between April 11-13 of this year they filed the following trademarks under “financial services”: Archetype 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.
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