CMO Corner: "People always say that between speed, quality, and price, you can't have all three, you can only pick two. My goal is to break that idea," ft. Public's Zach Dioneda - Tearsheet

"Upmarket and modern Earlier in the year, Public took a major step toward evolving its positioning with a full-funnel campaign centered on the idea of 'Investing for those who take it seriously.'. The move entailed a major website update, a refreshed design language, the new tagline, as well as an array of testimonial-style ads featuring Public's consumers, telling their own personal stories with the platform.Serving as a cornerstone of this campaign was a brand manifesto spot featuring celebrity Timothy Olyphant of Santa Clarita Diet, Scream, and Hitman fame."

""It was meant to stop viewers in their tracks, highlighting our contrast from the laid-back, casual, or even gambling-like behavior we see elsewhere, as a way to promote intentional, long-term investing and further set our brand apart," said Dioneda. The vibe is black tie: The dark, clean, and highbrow narrative of the brand manifesto carries over to other marketing communications like testimonials, photography used in OOH billboards, and ads on national cable networks."

Public repositioned its brand around the tagline 'Investing for those who take it seriously.' The effort included a full-funnel campaign, a major website update, refreshed design language, and testimonial-style ads featuring real consumers. A brand manifesto starring Timothy Olyphant served as a cornerstone and established a black-tie, highbrow tone that extends to billboards and national cable spots. Marketing combines podcasts, brand assets, and celebrity appearances to build trust and encourage educated, measured investing. The strategy targets a more mature Gen Z cohort and seeks to position Public ahead of the Great Wealth Transfer as a sophisticated platform for serious investors.

Read at Tearsheet