Kirstin Falk, the Managing Director/Brand Innovation & Social at Charles Schwab, is charged with injecting an emotional kick into the financial-service provider's marketing.
"Ultimately, my objective is to identify new and emerging ways to connect our brand story with consumers," she told delegates attending ad:tech New York 2016.
While the San Francisco, California-based firm's portfolio houses potentially low-interest, functional offerings like investment services and retirement plans, Falk believes that online video effectively enables it to tell "brand stories that connect people with the values … of our brand platform" – values centered around taking a positive, proactive approach to...