25
Apr
2012
The Rise of the Undead: E.F. Hutton Returns
Categories: Advertising, Financial Services, Taking & Managing Risk
E.F. Hutton is set to return to the brokerage world, according to a report in The Wall Street Journal. Backed by former Hutton executives, the long-dormant name is being revived and the firm is set to launch later this year.
E.F. Hutton’s return is a measure of how badly damaged major financial brands are in the aftermath of the financial crisis. Although Hutton was tarnished by a check-kiting scandal in the 1980s, the brand retains wide public recognition and favorability.
Given the public’s dismal regard for financial firms today, it wouldn’t surprise me to see other dormant ...
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