Etrade Brandpositioning

5. BRAND POSITIONING

is is what this project has been leading up to. Collecting all the information I have got during three months and after 1. Understanding E*trade as a company and their services, 2. Trends at this time that they need to tap into, 3. Getting to know E*trades main customer 4. Creating a research proposal, "nding the best way for E*trade to start portraying themselves to the public. Final piece in the puzzle that does contain elements of all four areas.

BRAND POSITIONING

BRAND POSITIONING

To get there I will be looking at:

E*trades business problem

E*trades Competitors

e person E*trade needs to connect with

Trends within this category and persona

E*TRADE

Financial service company One of the most recognized online brokerage "rms Got high marks for their trading platform, usability and research amenities    

PROBLEM

Affected and hurt by the recent "nancial downturn - Lead to trust issues with customers

Customers felt that E*trade was not delivering what they were promising E*trades competitors managed this crisis      

COMPETITORS

FIDELITY

“Fidelity is your !nancial partner that helps you at every stage of your life, today and throughout”

Lifetime- Lifestyle – Future

Guidance

Long-term relationships based on trust

Environment- Green thinking

CHARLES SCHWAB

“ Help to get everyone !nancially !t” Personal Harmonious Easy to understand Conversation among equals Re-recruit our clients    

TD AMERITRADE

“Inspire and encourage customers in easy and entertaining ways” Creative solutions New ideas and ways to connect- TV shows and product innovations Entertaining along with education Simplicity  

COMPETITORS

Worked their brand personality into trust  

WHAT DOES E*TRADE DO THAT IS NOT WORKING?

E*TRADE

Disconnection in attempt to attract active investors Attracts passive investors and traders instead which lead to: -  Customer complains of them not delivering an easy, beginner

friendly service and help that they were promising

-  Bad reputation and complains

How? With their advertising and media tactics- e E*trade Baby    

E*TRADE

Understand and interact with the active investors in a way that is appealing to them      

FIRST, DEFINITION OF AN ACTIVE INVESTOR ey believe in potential for long-term appreciations Looking at price movements of their stocks many times a day Always keeping track and are highly involved    

BRUCE O’CONNOR

Husband and Father in his 40s Business owner who appreciate his freedom of choice Mottos: “Work hard Play hard” & “Knowledge is Power” An information junky and Google searcher Always looking for reviews, expert comments before making any decisions of purchase or stock trading-investing etc. Appreciate being surrounded by like that challenges him, learn from them to grow  

BRUCE’S THOUGHTS

It is too much information available that it is hard to "nd the valid and “right” info that I need and want. I need someone that helps me "nd that “right” information fast for me to then study and be able to make good and strong decisions in everything from purchases to investment choices. It would help me feel more con"dent with my decisions (this is a trend and feeling seem throughout this category of investors)

BRUCE SAYS

I care about things that challenges me and makes me grow. I do not need info from anyone, I want the right information from the right people. Like minded and experts is what counts for me to make me feel con"dent.

BRAND POSITIONING

Exclusive growth for the independent active investor

HOW IT WILL WORK Create an exclusive place for businessmen to grow A place where you can solve his problems and help him in making the right choices Create a place of experts and active investors only- (learn from like-minded) Guide them when needed- He is independent but want info Make this a space of knowledge and expertise

WHY IT WILL WORK It will solve his and E*trades disconnection problems Differentiate E*trade from its competitors- For the active and experts Creating a “niche” and an occupying a place in this industry that today is not "lled Tap into trading trends

E*TRADE NEEDS TO PROVIDE THIS SPACE

Where both active investors and E*trade exclusively can grow together