Charles Schwab - Talk to Chuck - 951 Words

Background In 1975, Charles Schwab revolutionized the brokerage industry with a different business philosophy - allowing individual investors to manage their assets and making transactions free from high costs and conflicts of traditional brokerage firms. Schwab was able to lead the investment wave of 90 ¡Ã‚ ¦s by sticking to the customer centric principle and by adapting to the new technology faster. However in the late 90 ¡Ã‚ ¦s and early 2000 ¡Ã‚ ¦s, Charles Schwab ¡Ã‚ ¦s brand was caught in an increasingly competitive and commoditized category, stuck between deep discount brokers and full service firms. The competition from the internet discount brokers like Ameritrade, E*trade etc cut into the market share and transaction fees, the company ¡Ã‚ ¦s†¦show more content†¦Analysing Talk to Chuck ads The first thing to notice about the Talk to Chuck advertisement was the medium  ¡V animation. The ads were not exactly cartoons  ¡V they were shot on film and then coloured over using the Rotoscopy technology from MIT Media Labs veteran Bob Sabiston (the same technology was used in the movie  ¡Ã‚ §Waking Life ¡Ã‚ ¨). The animated ads succeeded in focusing people ¡Ã‚ ¦s attention to the conversations. Somehow the removal of the real-world details present in the live actor ¡Ã‚ ¦s face and retention of the actual background set, forced consumers move past what they were seeing and shifted their attention to the dialogue. The characters discussed about commissions, trades and plans for the future. The second surprising choice was the new slogan,  ¡Ã‚ §Talk to Chuck ¡Ã‚ ¨  ¡V not Charles, but Chuck. Even though Mr. Charles Schwab was not present in the ads, the campaign was centred on him. The Schwab campaign carried the theme  ¡Ã‚ §Talk to Chuck ¡Ã‚ ¨ which appeared as an eye catching graphic device in the form of a dialogue balloon as would be found in a cartoon strip. Some liked the use of the name  ¡Ã‚ §Chuck ¡Ã‚ ¨; some loved it; some hated it; but everybody noticed it. Overall it communicated a company that was comfortable to talk to, approachable and on your level. From the 4 P ¡Ã‚ ¦s perspective Product  ¡V ForShow MoreRelatedCharles Schwab2225 Words   |  9 PagesCharles Schwab Co., Inc.: The â€Å"Talk to Chuck† Advertising Campaign 1. What circumstances motivated development of the TTC campaign? The Charles Schwab Company was founded shortly after the U.S. SEC deregulated brokerage commissions in 1975. The company differentiated itself at the time by becoming a self-service brokerage house that put the power in investor’s hands to make critical decisions while paying up to 75% less than traditional brokerage firms. This established the brand asRead MoreMarketing and Financial Markets41809 Words   |  168 Pagestours of its factories in Wisconsin, Pennsylvania, and Missouri. It also set up the HarleyDavidson Museum in its headquarters city of Milwaukee, with 130,000 square feet of exhibits featuring HarleyDavidson products of the past, present, and future. Talk with Human resources. On the lifestyle side, the Harley Owners Group (HOG) fosters a sense of community among customers, both young and old, male and female. HOG’s more than a million members enjoy benefits such as access to dozens of exclusive groupRead MoreCrossing the Chasm76808 Words   |  308 Pagesfield of activity, we can look up over the smoke and dust and see an abiding partner, willing to cooperate and adjust with us as we take on our day-to-day challenges. Marketing’s first deliverable is that partnership. This is what we mean when we talk about â€Å"owning a market.† Customers do not like to be â€Å"owned,† if that implies lack of choice or freedom. The open systems movement in high tech is a clear example of that. But they do like to be â€Å"owned† if what that means is a vendor taking ongoingRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesFlorida; Stanley  M. Howe Professor in Leadership, Henry B. Tippie College of Business, University of Iowa; Associate Professor (with tenure), Department of Human Resource Studies, School of Industrial and Labor Relations, Cornell University; Lecturer, Charles University, Czech Republic, and Comenius University, Slovakia; Instructor, Industrial/Organizational Psychology, Department of Psychology, University of Illinois at Urbana-Champaign. Research: Dr. Judge’s primary research interests are in (1) personality