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Article: Fidelity touts reliability instead of flash In new ad campaign, firm sells itself as Volvo of on-line brokerages
- Article from:
- The Boston Globe (Boston, MA)
- Article date:
- April 30, 1999
- Author:
CopyrightCopyright 1999 The Boston Globe. Provided by ProQuest LLC. (Hide copyright information)
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Fidelity Investments wants to be the Volvo of the on-line
brokerage world.
The company's new ad campaign, launched this week, is built around
the theme of reliability. The not-so-subtle point is that in a field
where other on-line brokers may be fly-by-nights or have computer
systems that fail, Fidelity is the one you can count on to execute
your trades safely.
"We think we have a reliability record other competitors don't,"
says Stephen Cone, head of marketing at Fidelity.
Which raises a question: Is being Volvo the right image to have in
a business where many of the customers would seem to be Corvette