Business Services Industry
The Dallas Morning News Leverage Column.
Knight Ridder/Tribune Business News, February, 2003
By Cheryl Hall, The Dallas Morning News Knight Ridder/Tribune Business News
Feb. 7--Think fast. What is SWS Group Inc.?
Drawing a blank? Join the crowd - and don't fret.
The folks at Southwest Securities are waltzing across Texas again with the name that brung them.
"I got tired of explaining it to everyone I met," says Don Hultgren, who was saddled with the abbreviated name when he took over the reins of the Dallas-based financial services group last August. "Ultimately, I ended up saying that SWS was Southwest Securities."
Alphabet names - unless the company is IBM, UPS or AT&T - make customers think too hard. SWS compounded its identity crisis by making "southwest" two words.
So Mr. Hultgren, who intends...
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