First appeared in Richmond’s Inside Business
RICHMOND – Last week, Richmond-based First Union Securities introduced a new advertising campaign to show off its new identity as Wachovia Securities.
With the new campaign and tagline “Uncommon Wisdom,” the company will forever shed the name First Union Securities and rename itself Wachovia Securities. The change is a result of the Sept. 1 megamerger between North Carolina banks Wachovia Corp. and First Union Corp.
With the merger, Wachovia had tough questions to answer. Does the securities arm of the bank, once known as Wheat First Butcher Singer, brand itself with Wachovia? Or does it create a new identity, separate from the bank?
Wachovia chose all Wachovia, all the time, for all its divisions: securities, lending and banking. But in the same week, Atlanta-based SunTrust took a slightly different route. It created a separately named subsidiary, Alexander Key, to sell some securities. [Read more…]