Being a challenger brand is built upon holding firm and steady to a belief that something is wrong in the market place, and being prepared to disrupt the status quo to effect change. That is the premise of the Challenger Brand Identity project at Charles Schwab & Co., which launched 3 ½ years ago and has squarely impacted customer engagement and brand loyalty.
Julian Aldridge, VP, Brand Evangelism and Activation, Charles Schwab talked about this impressive project during his session, Which Wall Does the Brand Go On?, on Tuesday....