CHALLENGE
American Express announced in February 2005 that it was spinning off its financial services unit. The business needed to select a name and logo and be mostly rebranded within six months.
SOLUTION
- Develop and implement company-wide rebranding survey
- Develop brand identity guidelines and train agencies
- Rebrand financial advisory unit – including 3,000+ offices and $35 million budget
- Develop and implement signage, stationery and collateral system
RESULTS
- All planned elements rebranded on schedule
- I personally proposed and drove creation of the iconic Ameriprise logo sign outside its headquarters
- I also developed and validated the key benefit that was used in all Ameriprise advertising for 10 years: More people come to Ameriprise for financial planning than any other firm