Threadneedle has rebranded as Columbia Threadneedle Investments after completing a formal tie-up with its US sister company. The rebrand reflects the firm's closer links with its US-based affiliate Columbia Management, and gives it a brand presence in North America.hreadneedle CEO Campbell Fleming will become chief operating officer of the new brand, as well as chief executive, EMEA at the newly-combined business. Fleming (pictured) said Threadneedle has been working closely with Columbia for the past two years.