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Loyal Investors Encourage Fidelity Expansion

October 15, 2010

Executive Summary

Jim Speros, executive vice president and chief marketing officer, Fidelity Investments, discussed Fidelity’s highly successful “green line” campaign. When the economic crisis began in 2008, Fidelity decided that they wanted to leverage their position as one of the most trusted brands in the financial marketplace and offer their investors guidance during this period of uncertainty. As a result, the “green line” campaign has been a success for Fidelity and brand preference has grown by 24 points since its launch in 2009.

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Source

"Loyal Investors Encourage Fidelity Expansion." Jim Speros, Executive Vice President and Chief Marketing Officer, Fidelity Investments. ANA Masters of Marketing Annual Conference, 10/15/10.

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