That new RiverSource moniker was applied to the names of all of the funds as of Oct. 3, 2005 and carried over to the new RiverSource insurance and RiverSource annuities units. Washburn agreed that there was an "awkward transition stage" that included not only rebranding but also changing the descriptive names on 10 of the funds to better label them. Other than communicating the name change to fund shareholders, the RiverSource brand has so far been played down, but a 2006 initiative to make RiverSource known will begin with ads in adviser-targeted trade publications, he said. Mainstream ads targeted to consumers are being planned now, with product-level ads for strong performing funds in the wings, he added. The next three to six months will be spent getting both consumers and financial advisers to recognize the Ameriprise brand name and will include a television advertising campaign, he added.