ANA Annual Meeting 2016

ANA Video: TIAA's Connie Weaver Talks About Rebranding a 98-Year-Old Company

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After nearly 100 years operating under the same brand, TIAA-CREF in February changed its name to TIAA. Since then, the company brand has seen significant increases in awareness, customer prospects, web traffic and business results, according to Connie Weaver, exec VP and chief marketing and communications officer. She told Ad Age why the move wasn't just a name change or a brand change, however, but a "game change."