Investment banks take their branding very, very seriously. The agonizing over choice of name, fonts and colour schemes can be endless – and extremely costly.
So, for the former CSFB – which decided after many years to drop the First Boston moniker and rely solely on the name of the investment bank parent, Credit Suisse, the rebranding on January 16 was a very big deal.
But before the big day something went horribly wrong. Investment bankers returning to London’s Canary Wharf after the New Year found a surprising new tenant at the Swiss bank’s building on Cabot Square – something by the name of ‘redit uisse’.
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