For years, “small town” meant “small time” for Edward Jones—until we helped change that. The firm sought to grow beyond its local roots but faced a perception problem against big-city financial giants. Our research revealed what truly set Edward Jones apart: a one-to-one approach built on personal, knowledgeable relationships between clients and their advisors. That insight inspired a new rallying cry—“Join the people who believe you and your money are important.” The campaign redefined the brand as a trusted national firm grounded in human connection. The impact was remarkable: awareness, consideration, and credibility all surged—and during our partnership, assets under management doubled, surpassing $1 trillion.