Roots

The best rebrands embrace the past while looking to the future.

This is an extract from this week's IMTW.

Subscribers had the whole issue delivered straight to their inboxes earlier this morning. Join them >

Issue № 131 | London, Sunday 30 March 2025

Read on to learn why:

① Your brand is the bond between your business and its customers.

② Customers and employees alike should feel part of a rebrand story.

③ European asset managers trail their US counterparts.

④ Fintechs continue to chase the ‘everything app’ of financial services.

⑤ You can’t rely on automated lead nurturing in B2B financial services.

⑥ You’re the only person responsible for your own happiness at work.

⑦ Customer needs, not tech for tech’s sake, should be your North Star.

📸 But first, flashback to last November when I told you it was time to move to Bluesky. This week, it looks like Barack Obama took my advice.

What's new

This week, nine months after the merger of W1M Wealth & Investment Management and Waverton Investment Management , the two firms announced a rebrand to W1M, a £21bn wealth firm. Citywire reports.

In short:

• “London & Capital and Waverton IM have rebranded to W1M, inspired by the postcode of London & Capital’s first office in Cavendish Street in Marylebone.”
• “While hooking its name on London & Capital’s first home, W1M chief executive, Guy McGlashan , also highlighted that at a glance the new name resembles WIM, the acronym of Waverton Investment Management. The protection of the pair’s heritages extends to brand colouring, with the Waverton teal mixed with London & Capital orange.”
• “To avoid confusion in the market, the firm’s multi-asset funds and model portfolio service will continue to operate under the Waverton name. With increased scale, McGlashan said W1M will have the capacity to move into new business areas. Private markets is one segment he is particularly keen on developing.”

Why it matters

What a pleasure to have a chance to showcase a rebrand done well rather than nitpick the many that aren’t. This story matters because it’s a case study for a rebrand that was necessary (you’d be amazed how many aren’t), respected the history of the two firms involved, and resulted in something that feels fresh and truly ready for the future.

① By their very nature, rebrands are dangerous exercises. Your brand is the bond between your business and its customers. It’s how a customer feels when they think of you. Replacing it is not dissimilar to changing a plane’s engine mid-flight. New CMOs and even CEOs are sometimes drawn to rebrands as a way to make their mark but they should only ever undertaken when there is no alternative. Few people remember it now but Monzo started life as Mondo. When they came up against an IP challenge, they - wisely - kept their rebrand minimal.

② Respecting the history of one brand is hard enough. Doing so simultaneously for two brands is devilishly so. And, yes, McGlashan and his team got lucky with the similarities between the postcode and the Waverton acronym. But it’s still a great example of a rebrand that doesn’t alienate. Customers and employees alike feel part of the story. They can see the ‘old’ in the ‘new’. And the ‘new’ in this case is short, elegant and confident, it will work just as well on digital channels as embossed on Smythson stationary, as befits a premium wealth management brand.

What to do about it

Take action

If you’re contemplating a rebrand, consider whether it’s:

1. Necessary: Ask yourself what problem you’re trying to solve with your rebrand. Is a rebrand really the best solution?
2. Respectful: Too many throw the baby out with the bathwater. Be cognisant of the best aspects of your brand and retain them. Don’t be Scottish Widows.
3. Future-proof: Keep one eye on how your brand will have to evolve. Are you considering launching in new markets or trying new channels. Right now, how your brand looks on social media is important. But should you also be considering VR and AR environments?

Get help

Two ways I can help you: 1) hire me as a full-time member of your team; or 2) use InMarketing, an advisory service for senior leadership teams in finance and tech.

🔎 Audit 🧭 Strategy 🖋️ Positioning ✅ Planning 🤷🏻 Problem-solving ☎️ Counsel

More...

To learn why:

③ European asset managers trail their US counterparts.

④ Fintechs continue to chase the ‘everything app’ of financial services.

⑤ You can’t rely on automated lead nurturing in B2B financial services.

⑥ You’re the only person responsible for your own happiness at work.

⑦ Customer needs, not tech for tech’s sake, should be your North Star.

Visit InMarketing This Week for the rest of this issue >

About

Written for senior leadership teams in financial services and technology, InMarketing This Week is a showcase for news likely to impact you - delivered with insight on why it matters and ideas on what to do about it. It’s published every Sunday at six to give you a head start on the week. Read extracts here on LinkedIn, or subscribe to have each full issue delivered straight to your inbox, before it's available anywhere else.