This Bank's renaming lacks imagination

What’s in a name? The corporate rebrand for This Bank is insipid and lacks imagination, says Simon Hunt.

Marketing strategies are hard to get right. Coming up with a new name, a new logo, a new motto is riddled with danger. I don’t begrudge those paid to have a go at it.

A litany of botched corporate rebrands haunts various corners of the Square Mile. It’s not long ago that Aberdeen Asset Management changed its name back to Aberdeen from Abrdn. Despite years of defending........

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