Challenge

Although it’s one of the nation’s largest asset management firms, Charles Schwab Investment Management (CSIM) was relatively unknown—a house brand working quietly in the shadow of its parent company. Investors, the financial community, and even many Schwab employees didn’t understand exactly what CSIM did or the extent of its influence on Schwab’s business. That made it difficult to position CSIM as a leading competitor in the market.

Solution

We worked with business and marketing partners to uncover CSIM’s core values and voice. We then used what we learned to position its brand across multiple touchpoints and marketing materials, from brochures to a video loop and new booth design.

Impact

CSIM now has a consistent story to tell—inside Schwab and across the industry—about who it is and the value it provides to investors.