I once lived and breathed high finance, asset management, and power-dressing. For AllianceBernstein, a Wall St icon, I led the verbal identity work for their global rebrand and launch. This was a major project that included a completely new strategy, brand story, identity design, logo, tagline, voice and messaging. Plus, a new global website, internal roll-out and ad campaign to match. But I still don’t know how to save money.