THE RUSTLER ON WELLS FARGO'S HOME TURF.

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    • Subject Terms:
      WELLS Fargo & Co. 006962435 WFC; GLENDALE Federal Bank (Company)
    • Abstract:
      The article discusses the guerrilla marketing tactics of Glendale Federal Bank CEO Stephen J. Trafton in the San Francisco Bay area of California, to lure away merger-anxious customers of Wells Fargo & Co. Sarcastic advertisements mocking the Wells stagecoach emblem blare from major California radio stations, advising customers to hit the trail. Trafton's guerilla marketing program featured Glendale Bank tellers in gorilla suits dispensing aspirin outside Wells Fargo branches and escorting frustrated customers to Glendale branches via stagecoach.