Launching a breakthrough financial product in a highly competitive marketplace.
When everything else is getting a refresh — a new brand strategy, updated messaging, a fresh design — a company’s name is looked at with more scrutiny. Here are important criteria to evaluate before deciding to rename.
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.
The toughest audience for your new brand may not be your long-time clients or future prospects. It may be your own sales force.