As Vice President of Marketing and Corporate Communications at Lombard, I organized a Wall Street media tour for Lombard CEO Eric Roach, educating top-tier financial journalists at The Wall Street Journal, The New York Times, Barron's and Business Week about online stock trading, a new phenomenon, while simultaneously using the opportunity to position Lombard as the category leader.  Lombard was ranked Best Online Brokerage by Barron's three, consecutive years (1996, 1997 and 1998) and by Smart Money magazine two, consecutive years (1997, 1998) beating out E*Trade which spent considerably more on advertising and promotion.  I  invited ad agencies to pitch the business and selected Tracey Ryan Advertising, developing a new logo and brand identity for Lombard, at which point "Institutional" was dropped from the name. The choice of a green-and-black logo was deliberate.  That shade of green was reminiscent of U.S. currency, which investors found reassuring; black arrows pointing upward resembled a rising stock market, which subconsciously reassured nervous investors that online trading was safe and the wave of the future.  In two years, Lombard was acquired by Dean Witter which subsequently merged with Morgan Stanley.