How TIAA rebranded with a purpose

Stephen Whiteside

This event report outlines how TIAA, the financial services provider, pursued a rebranding program to connect with consumers in fresh ways.

How TIAA rebranded with a purpose

Stephen WhitesideWarc

In February 2016, TIAA relaunched its brand in a transformation that spanned everything from changing its name and logo to its product stable and corporate lexicon.

The New York-based asset-management group was founded by businessman and philanthropist Andrew Carnegie in 1918. Today, it provides a slate of financial products – including investment, banking and retirement services – to members of the academic, cultural, government, medical, and research communities.

And Connie Weaver, TIAA's EVP/Chief Marketing & Communications Officer, reported that its rejuvenation program was premised on injecting the entire organization with a...

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