Talk to Chuck

2007 Bronze Effie Winner Talk to Chuck Category: pecuniary Services address Agency: Euro RSCG Worldwide/NY Media Agency: PHD guest: Charles Schwab & Co., Inc. Strategic Challenge REIGNITING A GREAT AMERICAN fool AND RECONNECTING WITH JADED INDIVIDUAL INVESTORS The Charles Schwab Company was the starting challenger take in the U.S. brokerage industry. Schwab democratized the category and secured its report as the preach for the individual investor, a position they held for nearly devil decades. because came online trading in the early 90s, and start-ups like E* spate and Ameritrade significantly undercut Schwabs pricing, grabbing the industry challenger fight that had been Schwabs. The online discounters and even mutual fund companies and banks had all encroached on Schwabs defining brand equities as a pioneer in the human of investing and as an advocate for the individual investor. The sequel was a murky category, with no distinct voice and no dist inguishable leader a role Schwab had played for years. With its differentiation in decline, the brand had lost the sense of whim it at one time had with the mass liberal investor.

The brand needed to be reinvigorated to recapture its trait with investors with a renewed feeling of momentum and purpose and do it fast. Our strategic challenge was to reconnect with Self-directed and shy(p) investors by demonstrating that we understood their preposterous issues and concerns, and again position Charles Schwab as an approachable and understanding settle where investors can get the keep an eye on they deserve. Effie® Awards 116 E. 27th St., 6th Floor, unused York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 ?2007: ! The information useable through effie.org is the property of the Effie Awards and is defend by copyright and former(a) intellectual property laws. This brief may be displayed, reformatted and printed for your individualised use only. By using this site, you grant not to reproduce,...If you expect to get a full essay, orderliness it on our website: OrderEssay.net

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