Brand: JP Morgan
Product: JP Morgan
Insight: they offer world-class entrepreneurship, the classic American dream, they understand the business, they value marketable ideas - grassroots, ESOP - going from employee to owner, you know you're in good hands
Strategy: let future customers know that JPMorgan supports entrepreneurs dreams
Platform: print series
Manifesto: America was built by dreamers. Those who saw the impossible and surpassed expectation. Some may have said they were crazy, out of their mind, insane. At JPMorgan we believe in dreamers. For without them there would be no innovation. Welcome, dreamers, may you be as crazy as you need to be.
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