When Ameriprise spun off from American Express in 2005, there was a big push to get its name out quickly and prominently, says Ameriprise’s chief marketing officer, Kim Sharan. “We knew we had to connect immediately,” she says. That’s where the Dennis Hopper, and later Tommy Lee Jones, national TV ad campaigns came from.

Yet even as the company has worked to build its national reputation, Ameriprise now has 10,000 advisors in the field -- about three-quarters of whom are independent affiliated advisors with their own personal brands.

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