Morgan Stanley: At Your Side campaign
Ed DingerOVERVIEW
NOTE: Since the initial writing of this essay Morgan Stanley Dean Witter & Co. shortened its name to Morgan Stanley. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
After Morgan Stanley Group Inc. merged with Dean Witter, Discover & Company in 1997, the resulting company retained Dean Witter's well-established tagline "We measure success one investor at a time." With the advent of the twenty-first century, the firm toyed with new taglines, eventually settling on "One...