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Charles schwab trevi 1.3

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Joe Roepke
Joe Roepke

Charles Schwab faced declining profits and market share in the early 2000s. When Chuck Schwab returned as CEO in 2004, he focused on strengthening the company's brand and relationship with clients. He launched the "Talk to Chuck" campaign in 2005, which featured Chuck Schwab personally to build trust. Testing showed the campaign increased customer favorability and reduced attrition. By keeping the branding simple and authentic through Chuck's leadership, the commercial successfully strengthened Charles Schwab's position in the market.

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CHARLES SCHWAB Talk to Chuck CASE ANALYSIS Building a message with the first 6 Granite Pages from Why Johnny Cant Brand 際際滷s are available on 際際滷Share TREVI
IN THE BEGINNING Charles Schwab Commercial ~ 1986 TREVI
IN THE BEGINNING Founded in 1971 David Pottruck Set out to reshape the appointed as CEO - 1997 brokerage industry after Break from discount SEC deregulation in brokerage and offers full suite of investor services 1975. 2004 One Millionth Customer July 2004 Board notes account opened in 1995. decline in profitability Named King of Online and market share. Brokers by Forbes Shortly after Pottruck magazine in 1997. resigns and Schwab returns as CEO. TREVI
We had lost our connection with our clients and our marketplace Charles Schwab Charles Schwab Commercial ~ 2000 TREVI
CHUCK TAKES THE REIGNS After cutting costs, Chuck turns his attention to Marketing. The goal position Schwab as a company from which mass-affluent investors could comfortably seek reasonably priced advice that could be the basis for a long term relationship. But how? TREVI
If youre in business, youre a brand in the customers mind. Guru Mahatma Mahreshi MaheshGoldberg Granite Page I: The Number 1 is holy. People only remember 1 thing The #1 discount broker Granite Page II: Your Name The right name is your most powerful selling tool. 7 times in commercial 1 Granite Page III: The Universal Paradox In every aspect of branding you say the most by saying the least. The simplest message wins What was the message in the Ringo Starr commercial? TREVI
OUR RECOMMENDATIONS 1. Focus on trust. 2. Use powerful name. TREVI 3. Say a lot by saying a little.
In that early advertising, we used my picture and made a commitment to giving customer great service. There was a person, a soul, a personality behind it. - Charles Schwab Granite Page IV: Own it. 2 words, 5 letters. Own It. Focus on trust; Schwab brokers are in it for the client. Granite Page V: The Importance of Being Important. Chose the most obvious need, the most powerful want. Your difference must matter. Whats more important than trust in a broker/client relationship? Granite Page VI: Credibility Be believable or be erased. This ad and branding has high plausibility and believability. The actors could be anyone and Chuck puts his name on the company and the brand. TREVI
CHARLES SCHWABS VERSION Charles Schwab Commercial ~ 2005 TREVI
TALK TO CHUCK In 2005, almost the entire marketing budget went into a Talk to Chuck pilot Three markets selected Covered strong and weak months Mix of media, down to coffee sleeves and ads in office building elevators. TREVI
WINNING In almost every metric measured, Talk to Chuck raised customer favorability. 5% reduction in attrition 6 point increase in the likelihood to consider Schwab 7 point increase in perception that Schwab was gaining ground TREVI
TALK TO CHUCK Charles Schwab Commercial ~2011 TREVI
CONCLUSION Branding is not rocket science Focusing on the right message is important Executing the right message is key Questions? TREVI

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Charles schwab trevi 1.3

  • 1. CHARLES SCHWAB Talk to Chuck CASE ANALYSIS Building a message with the first 6 Granite Pages from Why Johnny Cant Brand 際際滷s are available on 際際滷Share TREVI
  • 2. IN THE BEGINNING Charles Schwab Commercial ~ 1986 TREVI
  • 3. IN THE BEGINNING Founded in 1971 David Pottruck Set out to reshape the appointed as CEO - 1997 brokerage industry after Break from discount SEC deregulation in brokerage and offers full suite of investor services 1975. 2004 One Millionth Customer July 2004 Board notes account opened in 1995. decline in profitability Named King of Online and market share. Brokers by Forbes Shortly after Pottruck magazine in 1997. resigns and Schwab returns as CEO. TREVI
  • 4. We had lost our connection with our clients and our marketplace Charles Schwab Charles Schwab Commercial ~ 2000 TREVI
  • 5. CHUCK TAKES THE REIGNS After cutting costs, Chuck turns his attention to Marketing. The goal position Schwab as a company from which mass-affluent investors could comfortably seek reasonably priced advice that could be the basis for a long term relationship. But how? TREVI
  • 6. If youre in business, youre a brand in the customers mind. Guru Mahatma Mahreshi MaheshGoldberg Granite Page I: The Number 1 is holy. People only remember 1 thing The #1 discount broker Granite Page II: Your Name The right name is your most powerful selling tool. 7 times in commercial 1 Granite Page III: The Universal Paradox In every aspect of branding you say the most by saying the least. The simplest message wins What was the message in the Ringo Starr commercial? TREVI
  • 7. OUR RECOMMENDATIONS 1. Focus on trust. 2. Use powerful name. TREVI 3. Say a lot by saying a little.
  • 8. In that early advertising, we used my picture and made a commitment to giving customer great service. There was a person, a soul, a personality behind it. - Charles Schwab Granite Page IV: Own it. 2 words, 5 letters. Own It. Focus on trust; Schwab brokers are in it for the client. Granite Page V: The Importance of Being Important. Chose the most obvious need, the most powerful want. Your difference must matter. Whats more important than trust in a broker/client relationship? Granite Page VI: Credibility Be believable or be erased. This ad and branding has high plausibility and believability. The actors could be anyone and Chuck puts his name on the company and the brand. TREVI
  • 9. CHARLES SCHWABS VERSION Charles Schwab Commercial ~ 2005 TREVI
  • 10. TALK TO CHUCK In 2005, almost the entire marketing budget went into a Talk to Chuck pilot Three markets selected Covered strong and weak months Mix of media, down to coffee sleeves and ads in office building elevators. TREVI
  • 11. WINNING In almost every metric measured, Talk to Chuck raised customer favorability. 5% reduction in attrition 6 point increase in the likelihood to consider Schwab 7 point increase in perception that Schwab was gaining ground TREVI
  • 12. TALK TO CHUCK Charles Schwab Commercial ~2011 TREVI
  • 13. CONCLUSION Branding is not rocket science Focusing on the right message is important Executing the right message is key Questions? TREVI

Editor's Notes

  1. What is the message here? Why is the shitty Beatle selling me investment advice? The cute Beatle is selling a different broker; who should I choose? http://www.boston.com/business/articles/2005/09/08/brand_on_the_run/
  2. Talk about how Charles Schwab was right on point. The previous commercial is plain that Charles Schwab is the #1 discount broker. They also use the name Charles Schwab over and over, and close with a shot of him talking. Granite Page III is a transition into how CS lost their way. Simplicity sells, and CS stopped being simple.
  3. Talk about these in depth as a segue into our recommendation on the next slide. Toe thumbs up.
  4. Need some stats from the case to show how successful the talk to chuck campaign was. Reiterate how successful they were just by following the rules in Johnny Cant Brand.