Within the past month, a number of mutual fund shops have embarked on a branding campaigns. The reason being to either distance themselves from past relationships and/or embark on new marketing schemes to separate themselves from their peers.

American Century Investments last month rebranded its target-date funds, dropping the LIVESTRONG name, which is associated with Lance Armstrong, and branding the funds as One Choice Portfolios. The funds were branded with the LIVESTRONG name in 2006, through American Century's partnership with the cancer charity. Lance Armstrong, who earlier this year admitted using performance-enhancing drugs to win his seven Tour de France titles, founded the charity.

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