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  • Frank Tian

🏦 Marcus Goldman Sachs vs. Everything Else

Updated: Jan 28, 2023

Goldman Sachs’ restructuring surfaced this week.


🟧 Marcus moved closer to its origination - Asset/Wealth Management.


This is a brand Goldman Sachs holds dearly since its birth:


🔹Marcus is the first name of the co-founder Marcus Goldman.


🔹To remind consumer of its root, Marcus was branded as “Marcus by Goldman Sachs”.


🔹In 2021, it was rebranded as “Goldman Sachs Marcus” - not sure it matters much to consumers.


🟦 Everything else - businesses related to Non-GS brands - go to another division hosting fintech platforms and transaction banking.


Platform solution or private label business needs unique management care, as how JPMorgan Chase, Citi, and Wells Fargo are organized.


In the long term, it would be easy to divest this segment, when there is such a strategic need.


🟩 Financial is a reason for the change. Branding is a bigger reason.


See my analysis last week: 👇




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