Five principles to weather the storm, per Ken Zasky, president of Sparks Communication, E*Trade's agency. 1. Speed is not negotiable: move decisively and quickly.
2. Reassure everywhere
possible. Let them know you understand.
3. Be engaging. Restore the "human" element.
4. Be seen. Out of sight is out of mind. Spend money. After airing two spots on the Super Bowl
(remember the baby boy doing E*Trades, dude!?), Ken says they positioned the ads online to best viral effect. 5. Focus. Focus. Focus. Prepare. Recalibrate. E*Trade CMO Nick Utton,'s last
suggestion: Put on your poker face. Don't let them see you sweat. Quoting Warren Buffett in The NYT, Utton signs off with, "Be fearful when others are greedy; be greedy when others are
fearful."