You kind of hope that the chief exec came up with this, having heard his two year-old mispronounce where daddy works. The reality, I’m sure, is that several agencies pitched, the winner had several meetings with the board, marketing and sales management, then arranged focus groups of various demographics before the new corporate image was presented to the board, who by then had spent so much on it that there was no turning back. Nice work if you can get it.
“Amazon invades financial services with home insurance launch”
Amazon, like Musk, and Branson before them both, can afford to try lots of stuff and fail at some.
