TIAA Rebrand Starts with Customers
l360Insider

TIAA has transformed multiple times since its founding in 1918. Formerly known as TIAA-CREF (Teachers Insurance and Annuity Association-College Retirement Equities Fund), the Fortune 100 financial services company’s most recent transformation culminated in 2016 with the elimination of CREF from its name. Connie Weaver, TIAA’s senior executive vice president and chief marketing officer, identified this brand transformation as more than a name-change, but as a true “game....

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