Quirky TV ads have made E*Trade Financial famous but have done little to help pitch its functional appeal to investors. Can the online brokerage now catch up to its bigger rivals? E*Trade Financial
may boast some of the most popular advertisements on TV, but the company still can't make a profit. Hobbled by bad loans that blew up in the financial crisis, it's stuck at fourth place in the highly
competitive online brokerage industry.
E*Trade executives are thus trying a new strategy: While not entirely abandoning their talking baby campaign, they're spending more than half of an
increased ad budget on messages without the stock-trading infant.
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