Marketing Currents - Business and Marketing Current Events

Robinhood ads touting for ‘the people’ markets come back to haunt after GameStop scandal


Disgruntled Robinhood users this week slammed past marketing campaigns touting mass public access to the stock market after the embattled retail brokerage firm restricted trades involving GameStop and other surging stocks in response to unprecedented volatility.

A resurfaced March 23, 2016 post in which Robinhood said to “let the people trade” generated outrage among Twitter users who noted the platform’s actions this week ran contrary to its mission.

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Discussion Questions:

  1. What type of business is Robinhood?
  2. What is positioning?
  3. What is product differentiation?
  4. How do you think Robinhood is positioning and differentiating the brand with a “For the People” ad campaign?
  5. What is brand loyalty?
  6. Why is Robinhood facing criticism?
  7. How might this situation impact levels of brand loyalty for consumers who use Robinhood’s service?
  8. What are ethics?
  9. Do you think Robinhood acted ethically when they prevented users from purchasing certain stocks? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.