NASHVILLE, Tenn. – FISI-Madison Financial, a marketing solutions provider serving credit unions, is the latest company to jump on the name change train. With a new positioning statement of “vision, value and results”, the 30-year old Cendant subsidiary has changed its name to Progeny Marketing Innovations. “We wanted to make sure that people were seeing us for what we really do,” said Progeny Marketing Innovations President/CEO Dan Tarantin. “So this change comes at a good time for us and reflects our new initiatives and the direction we’d like to take.” In the works since January, the rebranding effort intentionally plays up Progeny’s relationship with Cendant Corporation. From a potential 1,000 names the company whittled down the list with employee input and designed the logo, colors and all materials in-house. Six colors were selected to represent its core values -yellow, innovation; red, energetic; blue, proactive; orange, dynamic; green,growth; and aqua, adaptable. Two intersecting rings in the logo represent Progeny clients and their customers with the swoosh that connects the two rings representing energy and vitality. To keep the logo fresh, Tarantin says the color of the swoosh color will change to reflect the company’s adaptability and customization services. The words marketing and innovation were chosen to represent the foundation upon which Progeny, which literally means next or future generation, is built. According to Tarantin, the new branding strategy represents a “bold new attitude and an entirely new culture that allows you to live the moment and aim for a bright future.”

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