Charles Schwab

Charles Schwab’s iconic “Talk to Chuck” campaign was originally conceived after learning something most people never knew about him—everyone calls him Chuck! And that nickname was exactly what investors needed to hear to realize that the folks at Schwab weren’t like the other guys on Wall Street. No, they were down to earth West Coast people who regular, everyday Americans could relate with. And invest with.

This campaign was so successful, it’s now taught as a case study at Harvard. How’s that for results?