"His price is way-off what it was before the incident, " said David Schwab, vice president and managing director of Octagon First Call, a celebrity-marketing arm of Interpublic Group of Cos.

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Sports Illustrated has already reported that Lewis is set to join ESPN as a football analyst, a move that does not surprise David Schwab, the managing director of Octagon First Call, a marketing agency.

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One challenge facing Rousseau and David Pottruck, Schwab's co-CEO, is this: As Schwab begins to go after the high-end of the retail investment market (see story), it will find itself up against stiffer competition.

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Luminaries such as David Letterman, Tom Brokaw, Charles Schwab and Tom Siebel have all bought ranches, and not just for cattle operations.

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This innovative business model caught the attention of David Pottruck, former chief executive of Charles Schwab.

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"Our clients are increasingly wealthy, " says Schwab's co-CEO, David Pottruck, 52, a former University of Pennsylvania football player who is as pugnacious and combustible as the founder, Charles Schwab, 63, is soft-spoken and laid back.

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But having a successful predecessor sitting on the board (and, as is often the case with second-act chief executives, a big shareholder to boot) cannot have made life easy for David Pottruck, who had taken over from Mr Schwab in 2003.

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Williams followed founder Dave Spurlock, now the airline's chief strategic officer, and David S. Pottruck, ex-chief executive of Charles Schwab (nasdaq: SCHW - news - people ) and current Eos chairman.

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