TIAA, formerly known as TIAA-CREF, began as a vehicle for funding the retirement of education professionals. Today it serves that sector as well as those working in culture, healthcare, and research. Several years ago, it launched a rebranding effort and through acquisition built a suite of new offerings.
Connie Weaver, senior executive vice president and CMO for TIAA speaks with Loyalty360 about the inherent challenges of rebranding and how the company balanced the firm’s....