Historical equity in the Schwab brand had eroded, and companies like E*trade threatened to supercede Schwab in the very place Schwab created an advocate for the individual investor. Our solution was to reinvigorate the Charles Schwab brand among its core individual investor target. To reactivate the heritage of the Schwab brand as the advocate for the individual investor, resulting in an invitation for discussion while speaking with clarity, honesty and authority. In the online medium, our strategy was: to demonstrate the values and ethics of Charles Schwab to facilitate the conversations between investors and Schwab.