1 First Albany Companies Name Exploratory Name and Nomenclature Alternatives 12 February 2003.

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First Albany Companies First Albany Companies

Name ExploratoryName ExploratoryName and Nomenclature Alternatives

12 February 2003

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• Recap: Where we are• Case histories• First Albany positioning and

characteristics input (tally from 1/29)

• Name candidates: brand and sub-brands

• Initial tag line exploratory• Wrap-up and next steps

AgendaAgenda

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Recap: Where We AreRecap: Where We Are

StrategyStrategy IdeationIdeation SelectionSelectionAnalysisAnalysis ImplementationImplementation

•Business plan, mission statement, etc.

•Stakeholder input

•Audience profile and drivers

•Competitive landscape

•3rd party research

•Linguistic landscape

•Positioning statements

•Brand character

•Features, benefits, promises

•Naming brief

•Preliminary naming criteria

•Creative team structured sessions

•Individual name generation

•Marketing impact filter

•Phonetics filter

•Semantics filter

•Preliminary select list

•Shortlist

•Preliminary trademark POV

•URL availability

•International/cultural evaluation

•Sample name applications

•Audience research

•Final name selection

•Owner’s manual

•Internal communications materials

Client inputTODAY

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Renaming: Apple BankRenaming: Apple Bank

• Harlem Savings Bank becomes Apple Bank– Objective: Communicate the

bank’s brand promise and attract younger depositors

– Strategy: New name and positioning to reflect expanded geographical base (beyond Harlem), while maintaining local tie. Emphasis on youth and vitality

– Results: In the first 3 months after the new brand was launched, deposits rose nearly 150 million dollars and led to a significant corporate revitalization

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Renaming: SWS FinancialRenaming: SWS Financial

• MidSouthwest Securities becomes SWS Financial Services– Objective: Reflect expanded

geographic reach of Texas-based firm and position for continued growth

– Strategy: Shortened brand name, free from geographic reference. Continual brand evolution, reflecting aggressive growth strategy. Relisted on NYSE under SWS symbol in 1997 (listed since 1972).

http://www.swst.com/default.asp

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April 30, 1987UAL, Inc. changes its name to Allegis Corporation.

June 9, 1987Car rental executive Frank Olson is elected interim chairman, president - CEO of Allegis and chairman of United following departure of Richard Ferris. Edward Carlson rejoins Allegis board as a director and serves until May 26, 1988.

June 25, 1987James Hartigan, Sr. is elected chairman of United.

Sept. 3, 1987The Allegis board approves the sale of Hilton International.

Oct. 29, 1987Conniston Partners, a major Allegis investor group, forces Allegis to sell off its interests in The Hertz Corporation and Westin Hotels Company.

Dec. 12, 1987Stephen Wolf is elected chairman, president and CEO of Allegis and president and CEO of United.

May 1, 1988United chairman James Hartigan, Sr., retires and is succeeded by Stephen Wolf.

May 26, 1988Allegis name is dropped and the holding company is named UAL Corporation.

Renaming: AllegisRenaming: Allegis

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New ID: Charles SchwabNew ID: Charles Schwab

• Objective: Communicate Schwab’s evolving business program, targeting new and existing clients

• Strategy: Identify core brand attributes and use them to guide development of new corporate ID system

• Program: New logo with emphasis on core attributes of strength, sophistication and a pairing of the personal and professional

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New ID: Bank of East AsiaNew ID: Bank of East Asia

• Objective: Communicate BEA’s expanded offerings while building on its loyal customer base

• Strategy: New positioning and corporate ID system to capture BEA’s strong heritage while demonstrating the pioneering spirit of the newly integrated organization

• Program: modernization of existing graphic identity; shortened brand name

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Please select and rank the three most important attributes

FA Brand Attributes: FA Brand Attributes: ResultsResults___ 50 years old___ Accountable4__ Boutique___ Business unit independence5__Client-focused2__Creative2__ Entrepreneurial1__ Experienced people3__ Flexible/nimble2__ Focused___ Good execution___ Hard-working people, nose to the

grindstone___ In partnership with clients4__ Independent___ Low overhead1__ Non-bureaucratic___ On the move___ Opportunistic in filling the voids

___ Passionate/dedicated___ Profitable___ Profit-oriented, internally and

externally1__ Research-driven___ Smart with clients’ money1__ Smart, capable people___ Sophisticated about the markets

and our sectors ___ Stable place to work and be

rewarded___ Steady___ Teamwork1__ Uniquely focused on underserved

markets___ Unpretentious___ Value ($) – focused ___ Vertically-focused ___ Other _______________________

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Positioning Exercise: Positioning Exercise: ResultsResults

For ______________________________who want/need ___________________ ,First Albany is ____________________that _____________________________

Unlike __________________________ ,First Albany offers _________________

YOUR NAME ____________________

Please draft your own version of the First Albany positioning statement.

corporations, public institutions, and high net worth individuals

access and insight into the financial markets

the go-to place for solutions-driven by these needs/wants.

XXXXX

bulge-bracket firms

uniquely client-focused attention and creativity.

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YOUR NAME ____________________


all institutional clients

overlooked investment opportunities

broker/dealer that focuses on your needs not our own P+L.XXXXX

bulge-bracket firms

objective advice

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YOUR NAME ____________________


state and local governments, educational and healthcare institutions

creative solutions to financial problems

client-focused creative team of professionals that are committed to the financial growth of our clients.XXXXX

globally oriented financial institutions

customized solutions

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YOUR NAME ____________________


municipal, corporate and institutional clients

differentiated financial advice

an institutional securities and investment banking firm that makes money for our clientsXXXXX

bank-owned firms

uncompromised client service

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YOUR NAME ____________________


institutional fixed income and equity asset managers/professionals

unique, creative methods of maximizing financial performance

a creative, independent, innovative boutique

that is free form and entrepreneurial.XXXXX

large, structured investment organizations

creative, exciting environment for creative, yet thoughtful professionals

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First Albany

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First Albany

FA Municipal Capital MarketsFA Taxable Fixed IncomeFA Equity Capital MarketsFA Technology VenturesFA Asset Management

• Easy to understand

• Brings a degree of consistency to sub-brands

• Evolves from common usage; most people today just say FIRST ALBANY

• By dropping “Companies,” supports notion of one unified entity

• Could be first step towards making FA the master brand

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First Albany Capital

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First Albany Municipal Capital MarketsFirst Albany Taxable Fixed IncomeFirst Albany Equity Capital MarketsFA Technology VenturesFirst Albany Asset Management • “Capital” affiliates brand with financial markets

• An easy evolution to communicate

• URL can stay as www.fac.com

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First Albany Securities

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First Albany Investment Banking

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First Albany Tax FreeFirst Albany Fixed IncomeFirst Albany Emerging GrowthFirst Albany Technology VenturesFirst Albany Asset Maximization

• Sub-brand variation: branding the benefit instead of being merely descriptive

• Contemporizes the brand and distinguishes from competition

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FA Capital

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FACapital

FAMunicipalsFACorporates FAEquitiesFATech VenturesFAAsset Management

• Move to FA is fairly easy to understand but requires explanation including reason why

• Brings consistency to entire brand architecture

• Division names are reduced to their essence – consistent with brand’s move to familiar shorthand (i.e., FA)

• URL facapital.com is in use by Forbes Alliance Partners; fasecurities.com is registered but not in use; fafinancial.com appears to be for sale

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FAC

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FACFirst Albany Companies

FAC Municipal Capital MarketsFAC Corporate Capital MarketsFAC Equity Capital MarketsFAC Technology VenturesFAC Asset Management • A natural evolution, modernization – exists in the brand vocabulary today

• Nonetheless, requires explanation including reason why

• Brings consistency to entire brand architecture

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FACT Financial

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FACT Financial

FACT Municipal Capital MarketsFACT Taxable Fixed IncomeFACT Equity Capital MarketsFACT Technology VenturesFACT Asset Management

• FACT already exists in the First Albany “verbal portfolio” and is known by our Wall Street and investor audiences

• FACT points to our unpretentious approach to the financial markets

• FACT also subtly reflects our unblemished history: Our success is real, not an accounting fiction

• URL fact.com is owned but not currently in use; factfinancial.com is available

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Hudson Securities

• Retains historic and geographic roots while providing some evolution from First Albany name

• Existence of Hudson Capital Partners, Palisades Hudson Financial and Hudson Securities (Australia) requires further investigation – no live trademarks found

• URL Hudsonsecurities.com is available; hudsoncapital.com is owned but not in use; hudsonfinancial.com is in use

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NYCapital

• Enlarges geographic connection and provides brand with Wall Street associations

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Capitol Capital

• Another way of evolving beyond Albany

• Probably too clever by half

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Empire Capital

• Evolution maintaining New York State roots

• Existence of Empire Financial Group and Empire Insurance require further investigation (both are trademarked)

• Does empire have a negative connotation today?

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Expert Financial

• Reversal of common parlance “FINANCIAL EXPERT,” connects to boutique benefit of being experts in certain specific areas

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Focus Capital

• Connects to boutique benefit of being focused on certain areas, not all things to all people

• Existence of Focus Financial Network (Minneapolis) and Focus Capital (Israel) require further investigation

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Precision Capital

• Similar to FOCUS, with added sense of being a well-oiled machine

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Prophet Capital

• Connotes vision, perhaps as in, we have the ability to determine (and work with) the companies that will be the leaders of tomorrow

• Prophet is homonym for PROFIT

• Existence of PROPHET CAPITAL MANAGEMENT FUND requires further investigation

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Capitalyst | The Growth Engine

• Melding of capital and catalyst reinforces positioning as key partner for companies seeking access to capital markets for purpose of igniting growth

• Seems to have been name of now-defunct VC in Boston and Washington; requires further investigation (no trademarks exist)

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FIRST ALBANY. A history of financing the future.

FIRST ALBANY. Fifty years of financing the future.

FIRST ALBANY. Historical results. Future focus.

FIRST ALBANY. A record of success.

HISTORY

FIRST ALBANY. Focused on the future.

FIRST ALBANY. Focused on growth.

FIRST ALBANY. Clients First.

First Albany Capital. Focus. Acumen. Client Service.

First Albany Securities. Focused. Accountable. Service.

FOCUS

FIRST ALBANY. Financial Acumen.

FA

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FIRST ALBANY CAPITAL

A history of financing the future.

• This construct show how graphic treatment helps link First Albany to FA

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• In this construct, tagline reinforces move to FA, imbuing it with additional purpose

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• Narrow down candidates• Preview name candidates with

select audience within company• Obtain trademark and URL (if

necessary)

Wrap-up and Next StepsWrap-up and Next Steps

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Thank you!

1 First Albany Companies Name Exploratory Name and Nomenclature Alternatives 12 February 2003.

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Transcript of 1 First Albany Companies Name Exploratory Name and Nomenclature Alternatives 12 February 2003.