1. CHARLES SCHWABTalk to ChuckCASE ANALYSIS Building a message with the first 6 Granite Pagesfrom Why Johnny Cant BrandSlides are available on SlideShare TREVI

2. IN THE BEGINNINGCharles Schwab Commercial ~ 1986TREVI 3. IN THE BEGINNING Founded in 1971 David Pottruck Set out to reshape the appointed as CEO - 1997brokerage industry after Break from discountSEC deregulation inbrokerage and offers full suite of investor services1975. 2004 One Millionth Customer July 2004 Board notesaccount opened in 1995.decline in profitability Named King of Onlineand market share.Brokers by Forbes Shortly after Pottruckmagazine in 1997.resigns and Schwab returns as CEO.TREVI 4. We had lost our connection with ourclients and our marketplace Charles SchwabCharles Schwab Commercial ~ 2000 TREVI 5. CHUCK TAKES THE REIGNS After cutting costs, Chuck turns hisattention to Marketing. The goal position Schwab as a companyfrom which mass-affluent investors could comfortably seek reasonably pricedadvice that could be the basis for a longterm 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 RECOMMENDATIONS1. Focus on trust.2. Use powerful name. TREVI3. 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 SchwabGranite 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. Yourdifference 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. Theactors could be anyone and Chuck puts his name on the company andthe brand.TREVI 9. CHARLES SCHWABS VERSIONCharles Schwab Commercial ~ 2005TREVI 10. TALK TO CHUCKIn 2005, almost the entire marketing budgetwent into a Talk to Chuck pilot Three markets selected Covered strong and weak months Mix of media, down to coffee sleeves and ads inoffice 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