• by Larissa Faw , January 23, 2015

Independent marketing agency MBLM is launching a year-long brand identity initiative for AllianceBernstein to better reflect the financial firm’s expanded portfolio and reposition AB’s market presence after the financial crisis.

Hence, AllianceBernstein will now be known as AB and AB Bernstein. 

Before 2008, AllianceBernstein was largely concentrated in two core businesses: equity and fixed-income. Today, the global investment firm is a $2.4 billion company with $454 billion under management for clients ranging from institutions to retail investors. It also provides advisory and research services.

MBLM is overseeing the strategic, design and digital work as well as planning and executing the re-brand’s roll out which features internal launch events, and an advertising campaign across print, digital, and video.

The firm’s new advertising tagline is “Ahead of Tomorrow,” says Rina Plapler, partner at MBLM. "In a volatile market, it suggests that AB will keep clients ahead of challenges and complexity. It is about being proactive and anticipatory and is based on the firm’s expansion across asset classes and geographies, their established reputation for research and actionable insights and their development of innovative new products." 

It was a challenge coming up with creative that represents the simplification of the firm's divisions and creates greater alignment across all regions, lines of business and asset classes.

"We also wanted to respect the history of AllianceBernstein, yet build on new strengths," says Plapler. ""Pushing to make sure the work stayed powerful and provocative on all channels was important, since the brand's promise is all about being Ahead of Tomorrow."

The re-brand effort includes is the new Web site, with a new address and a more mobile-friendly layout. 

The new re-brand's overarching theme is to simplify the firm’s divisions and create greater alignment. “Our firm has evolved significantly over the past few years to better anticipate and meet our clients’ needs. MBLM has been an invaluable partner in helping us create a bold and dynamic new brand that reflects where AB is today and how we strive to keep our clients ahead of tomorrow," says Peter Kraus, Chairman and CEO of AB.