Fidelity's EVP and CMO Jim Speros said the marketers' version of "location, location, location": What you say, where you say it and how is key to building a brand in a down economy. "The delivery
channel itself could enhance the message if you do it correctly." For example, the company ran cartoons in the New Yorker, and bought ads on golf cart GPS units. He said the company uses social media
as a way to carry on high level discussions -- thought leadership -- and thereby engage people who are already talking about finance.