CSFBdirect Upgrade, Rebranding Campaign Emphasizes Research, Speed, and Customer Service; Ad Placements Expand Beyond Traditional Financial Channels.Business Editors JERSEY CITY, N.J.--(BUSINESS WIRE)--Jan. 10, 2001 DLJdirect Becoming CSFBdirect On January 15, 2001 DLJdirect (NYSE NYSE See: New York Stock Exchange :DIR), the online brokerage service of Credit Suisse First Boston Credit Suisse First Boston was originally the trading name of the Financière Crédit Suisse-First Boston, a London-based 50-50 investment banking joint venture formed in 1978 between the First Boston Corporation and Credit Suisse. (USA), Inc., today announced that the upgrade and rebranding campaign for transitioning to its new name, CSFBdirect, will emphasize three distinct and popular attributes of the brokerage service: research, speed, and customer service. "The new CSFBdirect advertising campaign will focus on the customer benefits that are most important to CSFBdirect online investors," said Chief Marketing Officer, Debra Isenberg. "It invites consumers and sophisticated, self-directed investors to take another look at us." The new campaign, created by communications partner kirshenbaum bond & partners, New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , includes television spots in sports, news, prime time, and late night broadcasts, as well as print placements in business and financial publications. The campaign debuts Monday, January 15, 2001, the effective date of the new name. The new campaign depicts professionals who personify per·son·i·fy tr.v. per·son·i·fied, per·son·i·fy·ing, per·son·i·fies 1. To think of or represent (an inanimate object or abstraction) as having personality or the qualities, thoughts, or movements of a living being: different attributes of CSFBdirect, which are important to its investors. The first spot features John Seely Brown John Seely Brown (also known as JSB) is a researcher who specializes in organizational studies with a particular bent towards the organizational implications of computer-supported activities. , former Director of Palo Alto Research Center Palo Alto Research Center - XEROX PARC , who has dedicated his entire life to research and uses CSFBdirect, especially when researching his personal investments, because of the depth and breadth of research that CSFBdirect offers. The new spots use the tag line tag line also tag·line n. 1. An ending line, as in a play or joke, that makes a point. 2. An often repeated phrase associated with an individual, organization, or commercial product; a slogan. Noun 1. , "People who know, know CSFBdirect." Two additional spots will launch later this month, and will also be accompanied by print. Credit Suisse First Boston acquired the parent company of DLJdirect -- Donaldson, Lufkin & Jenrette, Inc. (DLJ DLJ Distributor License for Java DLJ Donaldson, Lufkin & Jenrette Inc. DLJ Drive Like Jehu (band) DLJ Defence Laboratory Jodhpur (India) DLJ Dead Letter Journal ) -- last November 3. The Web address for the renamed company will be www.CSFBdirect.com. The company will continue to trade as a tracking stock on the New York Stock Exchange New York Stock Exchange (NYSE) World's largest marketplace for securities. The exchange began as an informal meeting of 24 men in 1792 on what is now Wall Street in New York City. under the ticker symbol Ticker Symbol An arrangement of characters (usually letters) representing a particular security listed on an exchange or otherwise traded publicly. When a company issues securities to the public marketplace, it selects an available ticker symbol for its securities which investors "DIR." "The transition to CSFBdirect is one we make with enormous confidence," said Chief Executive Officer Blake Darcy. "We will continue to offer all the services our customers have come to expect, along with the additional advantages that will come from being part of what we consider to be the world's leading investment bank: Credit Suisse First Boston," he said. Darcy noted that CSFBdirect will also begin developing feature upgrades and a new and expanded group of financial products, including planning, advisory services advisory services advisory services provided to the public, in their capacity as owners and managers of animals, are an important part of veterinary science. They may be provided by government bureaux, by commercial companies who deal in pharmaceuticals or animals or animal , and banking. The new name was gradually introduced to customers in December/January through a three-week transition advertising/marketing campaign. The campaign was designed to bring the brand equity developed for DLJdirect to the new CSFBdirect as well as the benefits of the new organization. The ad featured a technician doing an "upgrade" from DLJdirect to CSFBdirect and was accompanied by a mailing of the featured new mousepad to active investors. "Online investors will have access to the renowned proprietary analysis of the CSFB CSFB Credit Suisse First Boston CSFB Cyclically Shifted Filter Bank equity research team, a combined force A military force composed of elements of two or more allied nations. See also force(s). of 300 analysts covering over 3,000 companies worldwide. Qualified CSFBdirect customers will benefit from an increased opportunity to participate in initial public offerings and secondary offerings," Isenberg said. "Given the current market environment, now is an important time for self-directed investors to have a sense of confidence," said Richard Kirshenbaum, co-chairman of kirshenbaum bond & partners. "CSFBdirect provides them with high-powered tools to help give them every possible advantage. In launching this campaign, we are working to achieve a balance between CSFBdirect's values as a brand as well as the concrete services it provides its investors." The CSFBdirect upgrade advertisements and literature will feature the new logo in the familiar shape of an online "button" in the new blue and red color scheme, consistent with the Credit Suisse First Boston parent. About kirshenbaum bond & partners kirshenbaum bond & partners, a privately held, fully integrated communications company Communications Company is a communications unit of the United States Marine Corps. They are part of Combat Logistics Regiment 37 , 3rd Marine Logistics Group (3MLG) and III Marine Expeditionary Force (III MEF). The unit is based out of the Marine Corps Base Camp Smedley D. , was founded in 1987 by Richard Kirshenbaum and Jon Bond. kbp has since grown to a company with over 400 employees, offices in New York and San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden and combined billings of over $600 million. kbp New York has over $455 million in billings and a diverse client base including Biore, a division of the Andrew Jergens Company; Credit Suisse First Boston; Target Stores; Olympus America; Wyndham Hotels and Resorts; Cognac Hennessy; Moet & Chandon; The History Channel; Cerveza Sol Beer; Liberty Mutual; Citibank; Kansas City Power & Light; FreeAgent.com and CSFBdirect. kbp west, which opened in August 1997, has 55 employees and $140 million in billings with clients including PeopleSoft, Ricochet A wireless Internet service from Ricochet Networks, Inc., Denver, CO (www.ricochet.net). Originally developed by Los Gatos, CA-based Metricom, Inc., Ricochet was the first high-speed, wireless Internet service for commuters. , OffRoad Capital, PeopleFirst.com, Wine.com, Mother's Cookies and Archway Cookies, among others. About DLJdirect DLJdirect is one of the world's premier online brokerage firms offering a diversified range of investment products and services to sophisticated, self-directed investors. As of September 30, 2000, DLJdirect had over one million worldwide customer accounts representing nearly $28 billion in assets. Headquartered in Jersey City, NJ, with offices in Parsippany, NJ, Charlotte, NC, Delray Beach, FL, Sandy City, UT, London, Tokyo, Hong Kong, and Dubai, DLJdirect employs more than 1,800 people. DLJdirect trades on the New York Stock Exchange under the ticker symbol "DIR" as a tracking stock of Credit Suisse First Boston (USA), Inc. For more information on DLJdirect, visit the company's Web site at www.DLJdirect.com. About Credit Suisse First Boston Credit Suisse First Boston (CSFB) is a leading global investment banking firm serving institutional, corporate, government and individual clients. CSFB's businesses include securities underwriting, sales and trading, investment and merchant banking, financial advisory services, investment research, venture capital, correspondent brokerage services and online brokerage services. It operates in over 76 locations across more than 37 countries and 6 continents, and has some 27,000 staff worldwide. The Firm is a business unit of the Zurich based Credit Suisse Group, a leading global financial services company. |
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