MutualFundWire.com
The insiders' edge for 40 Act industry executives!
an InvestmentWires' Publication
an InvestmentWires' Publication
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|
MutualFundWire.com
The insiders' edge for 40 Act industry executives!
an InvestmentWires' Publication |
|
Tuesday, June 5, 2001 Houston Firm Launching Branding Campaign All for one and one for all -- that's the message AIM needs to broadcast to the world. The Houston-based firm is shedding its fund-centric image in order to deliver a unified message serving the entire complex. While mutual funds remain a significant part of the firm's business, areas such as the company's nascent separate accounts effort get lost behind the dominant image of AIM Funds. "We just completed a branding study," said Michael Cemo, president and director of AIM Distributors. Cemo added that the $250,000 study delivered a rather simple conclusion: "We should be branding AIM, and not AIM Funds." Is "should" becoming "will"? "We will be doing that," said Cemo. "We're working on it immediately." Nonetheless, Cemo said that the specific AIM name to be fronted has not yet been decided. How about "AIM Investments"? "It will be something in that box," he admitted. Printed from: MFWire.com/story.asp?s=24381 Copyright 2001, InvestmentWires, Inc. All Rights Reserved |