What is in a name?
Outsider drew a sharp breath while monitoring the Australian Securities Exchange and noticed that IOOF had announced that it would rebrand.
In between clicking the announcement and the NBN doing its best to load the page, Outsider wondered whether it would be some new-age name that he did not understand or could not pronounce.
Outsider chuckled to himself as he thought of the name IOOF would be if it had taken the same route as Aberdeen (now abrdn) and removed most of its vowels – IF.
But no, the name IOOF had decided upon was Insignia Financial.
Of course, IOOF had originally stood for the Independent Order of Oddfellows – something new journalists always found amusing.
Insignia, IOOF said, represented a distinguishing emblem associated with membership and belonging and would tie in the firm’s multi-brand strategy.
While the new name is still subject to shareholder approval, Outsider is just glad that he is able to understand and pronounce IOOF’s new name given the company will be spending around $2 million to $3 million on the new corporate brand.
AUTHOR
The Outsider
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