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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 nearly four years ago and has squarely impacted customer engagement and brand loyalty.   “One of the key challenges as company gets bigger is how to keep the entrepreneurial mindset,&rdquo....

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