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Here is a snapshot of the game-changing campaign I conceived after learning something most people never knew about Mr. Charles Schwab. His friends, family and employees called him Chuck. I convinced Mr. Schwab that his nickname was just the stuff to get American investors to see the Schwab offering was as down to earth as them.
After only two 8-week flights of national exposure, brand recognition approached that of Nike and Apple. Two brand icons with much longer histories and billions of dollars in cumulative ad spending.
Now taught at Harvard as case study