E*Trade Financial Corp.: Why Wouldn't You? campaign

Following the dot-com crash, online stock trader E*Trade Financial suffered major losses, losing almost half of its customer base.

E*Trade Financial Corp.: Why Wouldn't You? campaign

Ed Dinger

OVERVIEW

A pioneer of online stock trading, E*Trade Financial Corp., spending heavily on advertising that used irreverent humor, established itself in the minds of consumers during the 1990s. As long as the stock market and economy were booming, this marketing approach proved quite successful. That all came to an end in the early 2000s as the economy stalled, the dot-com bubble burst, and the stock market collapsed. People who dabbled in the market with their online accounts grew cautious. Faced with a severe erosion in business, E*Trade retrenched, bringing in new...

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