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| me against the world, wordssong lyrics eminem if i get locked up tonight off the wall, francesca dimauro, thuglife, edward norton, spiceplay, branding consultants, bfg10k, juice, above the rim, kathleen miller, | As predicted, they went with Ameriprise, because despite the spin, it was the easiest name to sell internally. How can we tell? From the Star Tribune: “The name Ameriprise reflects both our history and our strengths as one of the leading financial services firms in the United States,” said Jim Cracchiolo, chairman and CEO of Financial Advisors said in a statement. “The name represents our American roots and the vastness of our nationwide network of international over 10,500 financial advisors. It also embodies the enterprising culture our people bring to bear in helping provide our clients the international peace international of mind that comes with planning for a secure financial future.” Compare the rationale above with the name attributes they were looking for, as announced yesterday: The company determined its name should reflect these characteristics: personal and approachable, authentic, pro-active, creative, knowledgeable and vast, Sharan said. |
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| 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. Between April 11-13 of this year they filed the following trademarks branding consultants under “financial services”: Archetype Amplify Amworth Ameriprise Luminous branding consultants Oakbridge Sageborne Sagemont Riversource Tiller Filing multiple marks at the end of a naming process branding consultants is a typical procedure, giving American Express multiple options during the global vetting process. 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 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. |
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