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Chris Barry Managing Director at V2 Innovations

Why create a new brand?

What processes and decisions lead a company to create an offshoot of their main brand? I get the direct bank concept and the attraction; however it appears that the common theme is to basically make the direct bank a separate entity entirely with the hopes that cross sell with the main brand will eventually occur. How successful are these separat...

02 October 2008 /retail Innovation in Financial Services