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Are People Responding to Type E?
By: Cindy Wendland
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E*Trade’s talking baby commercials were thrown out with the bath water. At the time, the campaign made sense to illustrate the point that online investing is so simple that a baby can do it. It helped people get past the barrier and invest online. The message got old and the market changed and wisened. E*Trade needed a new message, changed ad agencies, and came out with Type E.

Type A people are very organized and efficient; tightly wound, as some would say. Type E became a new personality type. Here’s what they tell us about Type E. A Type E always has a plan. A Type E reads the fine print. Type E color codes and organizes their information. Type E is smart enough to seek help for areas outside their expertise. Type E enjoys the journey of becoming a better investor — always looking to improve. Type E is a smart figure in a suit.

Products have long developed an image for their brand about the kind of person best suited. Lifestyle marketing showed consumers how a way of life would lend itself to certain products. E*Trade is clearly defining who they want to work with. What if you are not this type of person, this Type E? Clearly, some who are not will want to be and declare they are. E*Trade may not be happy to have these customers. Others who may be this type but don’t want to see themselves this way will not participate but use some other online investing resource or invest another way. Do people ever see themselves for who they really are? Does E*Trade care or just want more customers?

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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