The most iconic character in the discount brokerage space is back. E*TRADE
I was wondering out loud whether the discounter had killed off the talkative toddler, after a few summertime ads took a more serious turn sans the chatty kid. After giving the industry a colorful and memorable character, loved or loathed, I didn't think that E*TRADE should give up on the toddler.
"I will say watch this space for the Baby," came a note from E*TRADE's corporate communications department after my article was published.
Don't get me wrong. I don't think that the brokerage industry needs comedy to sell its product -- particularly the discounters who can already compete on low commissions. However, now that market leaders Charles Schwab
I'm not saying that the E*TRADE Baby deserves his own primetime show, though one has to wonder how the cavemen from Berkshire Hathaway's
It's also the only discounter expected to post improving bottom-line results this year. Analysts see Schwab, TD AMERITRADE, OptionsXpress
As long as brokerage perks and commission schedules remain somewhat similar in this space, why not entertain your way to brand enrichment?
Well played, E*TRADE.