As soon as the Citigroup moniker was introduced for the entities that were Schroders Salomon Smith Barney Nikko Citibank (to name just a few), the investment bankers were worried that one day they would lose traditional names to which they were so attached. But it wasn’t long before they started answering their phones with a curt “Citi”. So the final outcome of a much-rumoured rebranding exercise was not much of a surprise.
And yet one cannot help but be a little bit disappointed that they’ve not managed to put all the businesses under one umbrella name.
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