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The Big Four by Stuart Kells, Ian D. Gow

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6

AN INJUDICIOUS CHANGE

Adventures and misadventures in Big Four branding

What’s in a name?

Branding was key to how the Medici Bank flourished. From Scotland in the west to China in the east, the bank’s brand was immediately recognisable as a signifier of safety and integrity. And it served a more local purpose, too, helping keep ambitious junior staff in line. A manager in a hurry could strike out on his own and establish a rival enterprise using Medici methods, but he could not claim to be part of the trademarked Medici Bank: the right to use that name was an exclusive privilege of the partnership.

Despite the family’s criminal origins, and all the twists and turns in the Medici story, the name is still one to conjure with – an all-time great ...

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