The Spring 2004 brokerage acquisition campaign's primary goal is to increase the number of brokerage accounts by exposing serious investors to a new perspective on E*TRADE + strong ties to visual identity elements used in all media. Reinforces their newly emerging positioning as "The champion of financial freedom. An intelligent, saavy, witty, clever challenger to the status quo in financial services." With E*TRADE you don't have to be a "player" to get ahead -- you just have to be a bit smarter than the rest. This appeals to the 25-40 year old, male skewed, highly motivated, self-directed investor.