which wall does the brand go on?
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Confidential for internal purposes only
Which Wall Does The Brand Go On?2015
9/14/2015
Charles Schwab
What Is A Brand?
“A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures"
- Michael Eisner, CEO Disney
Confidential for internal purposes only
Why Is This So Important?
Charles Schwab
Why Do Brands Matter?
Brands communicate efficiently
Brands are own-able
Brands are trusted
Brands are valuable
Charles Schwab
Charles Schwab
$400 Billion Dollars
Charles Schwab
But ….
9/14/2015 8
Charles Schwab9/14/2015 9
Charles Schwab
Lead With Their Beliefs
Slay Monsters
Strategically Break Conventions
Sacrifice Ruthlessly
10
Challenger brands
Charles Schwab
Belief Driven Brands
Charles Schwab
Belief Driven Brands
Charles Schwab
Entering the Cultural Conversation
Charles Schwab
Charles Schwab
Breaking through the clutter
Charles Schwab
Charles Schwab
Propelling Question for Dolmio Pasta Sauce
Ambition: To own the ‘family’ in family meal times
Constraint: Technology holds the family hostage before, during and after meal time
Charles Schwab
Do
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Charles Schwab
Lessons
3.5mm on YouTube
90mm views on Facebook
Authentic to the brand belief
Be the Hero
Challenger@Schwab.com
Charles Schwab
CVS
9/14/2015 21
Charles Schwab
CVS
9/14/2015 22
Charles Schwab9/14/2015 23
Charles Schwab
The Challenger Bell Curve
Hate Love
Many
Few
Charles Schwab
Entering the Cultural Conversation
“conviction of the truth of some statement or the reality of some being or phenomenon especially when based on examination of evidence”
Merriam-Webster
Charles Schwab
Do
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one
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aid
Charles Schwab
Lessons
Bravery works
Rules of Judo
Positivity wins
Right is right
Stick with it
Charles Schwab
It’s a Marathon, Not a Sprint
Charles Schwab
Four Eras of Challenging Wall Street. Four Eras of Brand Building
Era 1 Era 2 Era 3 Era 41974 200720031986
Revolutionary Innovator
Back to Basics
Ownership
Charles Schwab
“Investing can transform you from a wage earner into an owner, and someone who can accumulate wealth in their lifetime” Chuck
“Investing is about your life, and the reward it offers you is having enough and being able to live the way you want. The language of investing itself can disguise this … but dinnertime and the kids going to college … and our hopes for our kids and our dreams of a good life are exactly what investing is all about” Chuck
“Investors deserve a better alternative to Wall Street” Chuck
“Our strategy is as simple as it is successful; we build business through our clients’ eyes” Walt
“We are the custodians of our customers’ financial dreams” Chuck
Charles Schwab
The Ownership
Story
9/14/2015 Brand Summit III: Briefing Pack 32
Charles Schwab
A Working Definition
“Taking accountability for your destiny
by making hard decisions today
and investing in your future,
in order to create a better tomorrow
for yourself, your family, your community
and the world.”
9/14/2015 Brand Summit III: Briefing Pack 33
Charles SchwabApril 2014 Our Global Brand: Positioning, Platform, and Personality 34
Charles Schwab
Why TVC
9/14/2015 35
Charles Schwab
The Ownership Index
September 14, 2015 37
Charles Schwab
Market Leadership vs. Thought Leadership
Charles Schwab
That Sinking Feeling
Charles Schwab
Zzzzzz ……
Charles Schwab
A Monster
Charles Schwab
The Beauty Myth
Charles Schwab
The Beauty Myth
Charles Schwab
The Beauty Myth
Charles Schwab
The Beauty Myth
Charles Schwab
Creating Fans and Advocates
47
Charles Schwab
The Wall is the Brand, the Brand is the Wall
9/14/2015 48
Charles Schwab
The Wall is the Brand
9/14/2015 49
Charles Schwab
The Brand Is The Wall
9/14/2015 50
Confidential for internal purposes only
Every WallAll the Time
Jan 2015
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