Rebranding, especially during a pandemic, can be a risky decision and unless done correctly can have its pitfalls, but advice giant Openwork has just taken the leap. Professional Adviser’s Sophie King speaks to some branding experts on Openwork’s change...
Openwork rebranded itself as The Openwork Partnership after rebranding work that began more than a year ago. As you may have guessed, one area Openwork particularly stresses is a key component of its rebrand is the importance of partnership. It says main drivers for the rebrand are the recognition that advice is personal, and that everyone should be treated with empathy and as an individual. The name change, the firm says, emphasises that working together enhances trust and delivers peace of mind, enabling everyone to make a difference. Openwork, which comprises of more than 680 firm...
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