Mindy Diamond Quoted
By Lisa Shidler
Joan Khoury has landed at Oppenheimer & Co. Inc. with an wide-ranging marketing challenge — developing a new image for a dusty, half-forgotten mom-and-pop wirehouse that still manages to use its small size to big advantage.
In light of this, calling in a branding expert may only scratch the surface of Oppenheimer’s problems, says Mindy Diamond, principal of Diamond Consultants in Morristown, N.J.
“I think the problem is less with the brand and more with execution and the people they have recruited. Advisors are pretty forgiving of brands.”
