The New York Times reports that JPMorgan Chase is embarking on something of a re-branding effort that will begin in earnest at around the time of the U.S. Open tennis tournament, which it sponsors. Basically, the effort will separate the consumer and institutional brands. The consumer banking side will still carry the Chase brand. The institutional side will revive the standalone JPMorgan brand. This makes perfect sense given the lack of efficiencies across the two sides. Neither Citigroup, nor Bank of America were able to eek out winning synergies. The Times reports that company surveys detected some customer confusion.  

For more:
- here's the Times article