Repositioning a longstanding brand to fully leverage new, transformative acquisitions
Can a legendary brand be a bad thing? That was the question facing Guggenheim Partners when it set out to evaluate its long-standing brand. The firm struggled to identify the relevance of the Guggenheim name to today’s investors. How does association with a 150-year-old family, no matter how illustrious, benefit a 21st century investment manager?
We talked to Jaime Kalfus, Global Head of Brand Experience for J.P. Morgan Asset Management, about how she and her team view a successful brand launch as a journey, not a destination.
Depending on your outlook, the financial services industry is either an incredibly scary or extremely exciting place to be. More than any other industry, financial companies are facing a paradigm shift brought on by the perfect storm of digitalization, increased regulatory scrutiny and changing demographic profiles and preferences of both clients and workforce.