Branding

Niche smart, market human and outsource wisely: insights for financial advisors looking to grow, from the Morningstar Investment Conference.

Experts from a Morningstar conference panel reveal the internal processes that could yield external success in the competition for attention and business.

Properly "priming" AI models takes effort but can ultimately free up financial advisors to perform higher-value tasks.

From a logo inspired by a clothing decoration to a name inspired by the cosmos, learn why these eight financial services revamped their brands.

Brand is more than logos, color palette and images — it's a consistent effort that encompasses every client-facing aspect of your practice, says this marketing expert.

“The name may change but our commitment to the business, our clients and our advisors serving these clients is steadfast,” said division head Barry Sommers.

The same words keep popping up in company titles. Here’s why that may be problematic.

Adding to discomfort with the campaign, some women discovered that the firm was also using the ad as a way to generate sales leads, employees said.

Despite recent rebranding efforts, the EventShares fund hasn’t seen an inflow since May.

Sounds simple in theory, but when it comes to naming an RIA there are plenty of options to consider.

The agency wants to hire a reputation management expert to burnish its image as it faces social media attacks.

Shareholders of both companies will meet separately next month to cast ballots on the $28 billion deal, and BB&T investors will also decide whether the new company should be called Truist Financial.

Truliant Federal Credit Union claims that the BB&T-SunTrust post-merger brand represents trademark infringement and unfair competition.

"Truist" was roundly mocked when it was unveiled as the name of the merging BB&T and SunTrust, but it’s hardly the first bank moniker to elicit a "huh?" from critics.

Judging by day one on social media, you’d think the new Truist brand was a flop. But marketing and branding experts say the name has a lot going for it. What matters most will be how the two banks advocate for the name.

The combined company will be known as Truist, which plays off “trust,” a word the banks’ original names had in common.

Here are the top five areas of design to consider when developing a new brand and core message.

As Columbia Threadneedle’s head of North America marketing, Leslie Walstrom is focused on elevating the division beyond the traditional sales support.

PR campaigns won’t be enough to salvage the bank’s reputation after a series of scandals. Instead, it should look into adopting a new name, among other crucial steps.

The bank also renamed its U.S. Trust business.