"Venture marketing" trumps fear at Charles Schwab

Geoffrey Precourt

This event report covers how Charles Schwab, the financial services and investment group, has embraced the concept of "venture marketing".

"Venture marketing" trumps fear at Charles Schwab

Geoffrey PrecourtWarc

The greatest challenge facing marketing strategy and execution, according to Julian Aldridge – vp/brand evangelism and activation at Charles Schwab – is simple: "Fear."

More specifically, he told a "Challenger Brands: Embracing Your Inner Underdog" session at the ad:tech San Francisco 2015 conference, "It's fear of the unknown; fear of the unproven; fear of results, or lack of results; fear of failure.

"And it can be absolutely crippling."

A marketer who describes himself as "an avid traveler, athlete, softball player, father, husband and CrossFitter," Aldridge joined Schwab in...

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