Super Bowl Brands: E*Trade

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Brand:
• E*Trade is so easy to use a baby can do it.
• E*Trade also translates its ease by selectively choosing a few words to define the brand. These words include: Global Leader, Value, Ease, Innovation, Security, and Service.

Career History:
• 1982—William A. Porter and Bernard Newcomb start Trade*Plus, the first company to allow people to buy stock over the internet while the stock exchange was open. These on-line trades were called “e-trades”, a term that eventually comes to define the company.
• 1991—Trade*Plus becomes E*Trade Group
• 1994—E*Trade Group is the fastest-growing company in the U.S grossing 11 million dollars in revenue.
• 2003—E*Trade Group becomes E*Trade Financial Cooperation.


Stats:
• “Trading Baby” named the Top Super Bowl Ad for 2008 and the most TiVo’ed commercial during the Super Bowl.
• 2 million and counting—the number of times “Trading Baby” has been viewed on YouTube.

Offensive Strategy:
• Given his popularity Trading Baby will likely return in this year’s Super Bowl Ad. However, given the current economic climate I doubt we see Trading Baby splurging his earnings on a clown. Perhaps this year Trading Baby will make saving for the future look fun and easy.

Contributed by Evelyn Chapin