TD Ameritrade seeks to be one in 9,000

This event report outlines how TD Ameritrade, the investment group, built a distinctive brand positioning in a crowded market.

TD Ameritrade seeks to be one in 9,000

Geoffrey PrecourtWarc

Graduates of the University of Notre Dame like to talk about their football.

And Denise Karkos '93, chief marketing officer at TD Ameritrade, was reminiscing about a meal she shared with Lou Holtz, the last coach to bring the Fighting Irish a national championship.

As she recounted to the Association of National Advertisers' (ANA) 2015 Masters of Marketing Conference in Orlando, Florida, Holtz had his own spin on data, both big and small: "If you think about it," he told her, "There are only seven colors in the rainbow....

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