January 17, 2001
Article

DLJdirect Became CSFBdirect on January 15, 2001

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SUMMARY: No summary available
NEW LOOK AND FEEL: Now that DLJdirect’s parent company,
Donaldson, Lufkin & Jenrette, was acquired by Credit Suisse
First Boston on Nov 3 2000, it was only a matter of time
before the online brokerage would change its name to
CSFBdirect, as had been previously announced. The effective
date of the new name was Jan 15 2001. The upgrade and
rebranding campaign for the transitioning to the new name will
emphasize three attributes of the brokerage service:
research, speed, and customer service. The new CSFBdirect
advertising campaign, created by Kirshenbaum Bond & Partners,
“invites consumers and sophisticated, self-directed investors
to take another look at us,” explained Debra Isenberg, Chief
Marketing Officer of CSFBdirect, in a press release.

But this isn’t the first time that DLJdirect has had to tackle
a name change. Some may recall the online brokerage’s
predecessor PCFN, quietly launched in 1988 by Pershing, the
securities clearing division of DLJ, and later christened
DLJdirect in summer 1997.


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