Bye bye baby: Why E*TRADE is moving on from an iconic campaign
Stephen WhitesideWarc
For six years, online stock broker E*TRADE built recognition of its brand through a series of TV spots starring an iconic spokesbaby.
Although an investment-savvy infant may initially have appeared to be an unlikely mascot for the company, it soon served an invaluable dual role: initially, by symbolising the fact its platform was so simple a child could master it when the industry was new and unfamiliar; and then by providing differentiation in a category that can seem highly remote from everyday consumers.
Since 2008,...