View the article online at http://citywire.co.uk/wealth-manager/article/a759108
What’s in a name? The art of rebranding post-M&A
by James Phillipps on Jun 27, 2014 at 11:14
‘The decision to build on the Heartwood brand all but took itself. For one thing, Heartwood had over many years established a strong market reputation for wealth and investment management based on recommendation and track record, and Handelsbanken didn’t have this in the UK,’ a spokesman said.
But rebrands do not only follow corporate activity, of course, with Fowler Drew being a case in point. Director Stuart Fowler said the company started out as No Monkey Business ‘from a deliberate positioning as a maverick’ with the name change designed to ‘position it as a leader’.
‘The key to making the change when we did was client surveys, which we really recommend,’ he added.
News sponsored by:
As the UK coalition government strives to rebalance the national economy, so called 'reshoring' looks set to play an increasingly important role in economic recovery.
Today's top headlines
With talk on interest rates on the horizon, our latest roundtable debate covers income investing against a changing backdrop
More about this:
On the road
by James Phillipps on Jul 23, 2014 at 14:34