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…The name search included American Express Financial’s 18,000 employees and financial advisers nationwide and the New York branding agency of Lippincott Mercer. Forty percent of employees and advisers participated in an online survey to determine what characteristics they most associated with the company, Sharan said. “There has been such buzz about this place shortly after the spinoff was stories announced,” said David Kanihan, a spokesman for American Express Financial Advisors. “The name is something people can really latch onto.” The company determined stories its name should reflect these characteristics: stories personal and approachable, authentic, pro-active, creative, knowledgeable and vast, Sharan said. Amex won’t say what the new name is, but we can give you a peek. 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 multiple marks at the end of a naming process is a
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