The latest campaign from e-trade, “Type E”, has so many cringe-worthy aspects, it’s hard to watch. They’ve gone from one of the most memorable campaigns, to one that’s the exact opposite — simply forgettable. They’ve failed to adapt to the ever-changing landscape of financial marketing, and have opened the door for their rival, Scottrade, to grab more market share. The time and place for humor in an unstable economy may be gone, however, cute babies providing advice always seemed acceptable. And while I drew tired of those babies, as a marketer, I would’ve never substituted them for singing professionals. I look outside of the category at what Geico’s done with their brand by evolving the gecko and their tagline into strong campaigns that still hint to those iconic elements. GEICO’s taken a huge brand equity and refashioned it in a way that stays true to who they are, while delivering a “sticky” campaign. The ultimate question comes down to this for you folks at e-trade: What do you stand for? What’s your brand moment? How do you expect your target to internalize your brand? The list can go on and on. I know I’d have a hard time coming up with answers to these based on what I see today.