Subject Index
 

This paper looks at UK consumers' increasing acceptance of debt over the last two decades and the reasons behind this change. Based on research from Henley Centre HeadlightVision, it suggests 6 factor ...

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 ...

Having provided an industry snapshot of the investment advice sector, this paper outlines how the industry is organized and structured, particularly with reference to mutual fund managers. Background ...

Having provided an industry snapshot, this paper outlines the organisation and structure of the thrift industry in the US, focusing on depository insurance, state regulation, the office of thrift supe ...

An industry snapshot of the thrift sector in the US outlines organization and structure, focusing on the federal home loan bank system and regulation. Background and development are described in the ...

This paper describes the benefits of ethnography to market researchers in the context of a case study. The technique involves direct observation of the subject (user) within their environment and oft ...

Within a number of industries, there is a difficulty in integrating the growing dependence on new technology (interactive phone and internet services) with traditional forward facing offices in relati ...

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 ...

Admap’s US editor, Stan Rapp, reckons that at least 60% of advertising is wasted (nonvertising). He sets out three simple rules to assess whether an ad is providing value for money, and then, using a ...

Describes how a five-step procedure for genuinely customer-centric market segmentation achieved “spectacular” results in practice for Dell Computers and Fidelity Investments in the USA. The first ste ...

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 ...

Jeremy Bullmore takes an ironic look at the savings industry and concludes they are breaking all the rules of professional marketing. Consumers, he believes, are confused by the frequent changes of n ...

This article describes how Goldman Sachs felt the need for a branding programme even though it was the most powerful name in its category of merchant banking and finance. The author describes three ...

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 ...

This paper examines the recent changes with respect to Spain's image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several a ...