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Between April 11-13 of this year they filed the following trademarks under “financial services”: Archetype Amplify Amworth Ameriprise Luminous Oakbridge Sageborne Sagemont Riversource Tiller Filing perfect name multiple marks at the end of a naming process is a typical procedure, giving American Express multiple options during the global vetting process. So which of these names will be THE name? We’re going perfect name to guess that it will be Ameriprise, though we hope it won’t be. Anyone else? UPDATE 5/25: Don’t say perfect name we didn’t warn you. In a quick change of course, American Express went from being secretive about the new name yesterday to announcing it today. As predicted, they went with Ameriprise, because despite the spin, it was the easiest name to sell internally. How can we tell? From the Star Tribune: “The name Ameriprise reflects both our history and our strengths as one of the leading financial services firms in the United States,” said Jim Cracchiolo, chairman and CEO of Financial Advisors said in a statement.
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