"Venture marketing" trumps fear at Charles Schwab
Geoffrey PrecourtWarc
The greatest challenge facing marketing strategy and execution, according to Julian Aldridge – vp/brand evangelism and activation at Charles Schwab – is simple: "Fear."
More specifically, he told a "Challenger Brands: Embracing Your Inner Underdog" session at the ad:tech San Francisco 2015 conference, "It's fear of the unknown; fear of the unproven; fear of results, or lack of results; fear of failure.
"And it can be absolutely crippling."
A marketer who describes himself as "an avid traveler, athlete, softball player, father, husband and CrossFitter," Aldridge joined Schwab in...