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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.

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