A rose by any other name
News today that Citadel plans to cut it's own name from its fund administration business as the association has been keeping some investors at bay.
Until last year's meltdown, the trend over the past decade had been towards creating giant umbrella brands - like Citigroup or AIG - which incorporated a host of sometimes very different businesses.
As we emerge from the crisis, this trend will undoubtedly reverse and as it does we can expect to see a host of renamings, rebrands, breakups and divestitures.
Definitely a space to watch.