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Financial planning and everything associated with it can be stressful and complicated, even off-putting. For a financial services brand like TIAA—which just dropped the "CREF" from TIAA-CREF—that can present a marketing challenge.
The company's new campaign, shortened name, new logo and revamped website are intended to present a financial services brand that's simple, maybe even a little fun.
"This is a new way to engage with millions of people to help them along on their journey," said Connie Weaver, TIAA's chief marketing officer, of the company's messaging overhaul.
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