Financial: Investment

 

Charles Schwab, investment pioneer and advocate for the individual investor, was undercut by online trading in the early nineties. This paper relates how the strategic challenge to reconnect with sel ...

In November 1998 retail investment brokerage Paine Webber, a unit of Paine Webber Group Inc., launched an ambitious $20 million print and television campaign, the largest in the company's histo ...

Following the collapse of the technology sector with which Nasdaq was synonymous, it was necessary to restore some lustre to the brand and reassure the investment community that Nasdaq remained a prog ...

Known as Lombard Brokerage, Inc., until Morgan Stanley Dean Witter (later shortened to Morgan Stanley) purchased and renamed it in 1996, the discount brokerage firm Discover Brokerage Direct, Inc., ...

In early 2000 the high stock prices of America's technology industry were reaching their zenith. E*TRADE Financial Corp., along with other brokerage firms, such as Charles Schwab & ...

Following the dot-com crash, online stock trader E*Trade Financial suffered major losses, losing almost half of its customer base. To reposition the brand, and win back revenues, E*Trade hired Martin/ ...

Known as a discount broker in a world of traditional full-service investment firms, the Charles Schwab Corporation diversified during the 1980s and 1990s. In keeping with an industry-wide trend toward ...

In 1999, Barclays Global Investors (BGI) developed iShares, an index investment product for exchange-traded funds (ETF’s). Given the competitive nature of the market, BGI launched their “New School” c ...

Barclays Global Investors (BGI) introduced a campaign to launch their Exchange Traded Funds (ETF) investment product “iShares” in Europe. BGI wanted to be the number one provider of ETF’s across Europ ...

ING Direct launched with the intention of growing both their product and brand. Knowing the crowded and customer-loyal nature of the industry, ING Direct carved a niche, applying the positive attribut ...

Describes the 2001 launch campaign for ING as a new financial services brand in the U.S. Illustrates the importance of brand and advertising differentiation to gain attention in a well-established mar ...

This campaign for the Inland Revenue aimed to inform parents of new-born children about the Child Trust Fund (CTF). This gives £250 to each baby, in a tax-free account which the child can access when ...

In September 2002, NASDAQ had lost 77 percent of its value and 100 percent credibility. To regain the financial community’s confidence, and reduce switching to NYSE, NASDAQ released a campaign to atta ...

In 2001, investment company M&G perceived a declining brand image and poor fund performance. Aiming to reverse both, M&G launched an untraditional campaign focusing on an informative, honest and trust ...

In 2001, M&G Investment Company experienced poor fund performance, alongside a declining brand image. Attempting to reinvigorate both, M&G launched a new advertising campaign. Seeing the benefit in ta ...

This case describes how Perpetual Investments, a large, traditional financial services company that sells its products via intermediary financial advisors, utilised brand-building advertising to gener ...

This study describes a campaign that encourages parents to start saving for their children's education. The creative strategy was to present children to deliver a message of hope and optimism in their ...

The objective was to appeal to 35 - 45 age group, generate new investment funds and improve point of sale presence. The campaign was the most successful in the history of Bonus Bonds and enabled the ...

The study traces the emergence of BankDirect from its launch in 1997 and explains how the technological leadership enjoyed by its parent company was exploited to create a credible market differentiati ...

The biggest difference between SE1 and traditional investment companies has to do with the nature of power. The only power here is the power of persuasion. No bureaucracy provides resources, no hier ...

Datek Online began its campaign in Q4 1999 facing stiff competition. Others in the category had already established their brands with unprecedented budgets. In order to build a brand, Datek would ha ...

Two and a half years ago, INVESCO Funds was just one of many mutual funds companies. It was successful, it was making money, but it was nothing extraordinary. In October of this year, however, Barron' ...

The Fidelity Investment Q & A/ Peter Lynch campaign is a solution to a marketing challenge on several levels. By the end of the first quarter of 1999 the campaign was recognised as an overwhelming su ...

This case history describes how Charles Schwab became the world's largest execution-only brokerage firm. By focusing on customers, embracing and leveraging technology, developing a variety of access c ...

The regional executive chairman of Merrill Lynch describes how it assessed its competitive environment, and transformed itself from a stockbroker into a leading global financial giant, positioning its ...

Ethical Funds Inc. was formed in Canada in 1988 and was one of the pioneers in socially responsible mutual funds (sometimes called 'green' funds). They were confident that by investing only in compan ...

This case looks at the retirement fund market - a market with more than 100 mutual funds companies and banks competing for the consumer's retirement dollar - and a consumer who would rather avoid the ...

Objectives: To sell the maximum number of Olympic ticket packages at the lowest possible cost, bringing in at least $20m based on a $1.6m spend. It was important to avoid association with the previous ...

The radio campaign used the medium to speak directly to potential customers about the need to start a pension and how easy this is with Scottish Widows. Following the experiment Scottish Widows have ...

1992-4 press (newspapers) and TV campaign to change perceptions of National Savings, following government policy. Objective: to stimulate new high unit (cost efficient) investments as PSBR accelerated ...