I was riding my bike through downtown Boston recently and saw a Dana Farber Cancer Institute tag line newly applied to the side of a Dana Farber van. It said “Discover. Care. Believe.” I don’t love it, I don’t hate it, but I know where it comes from and how it was developed, presented and sold in. Call me a forensic scientist of tag lines (or themelines, as they’re commonly called).
The nature of Nurture: 3 steps to producing creative assets for Nurture Path marketing
In the spring of 2017, Nationwide selected us to help introduce a series of new Strategic Beta ETFs they had developed in conjunction with two asset managers at the forefront of index design, Rothschild and TOBAM. According to Morningstar, there was close to $3.5 trillion dollars in ETFs in the U.S. market by the end of 2017, and the category is growing almost 6 times as fast as mutual fund assets. So the potential opportunity was highly attractive to Nationwide.
It’s a stock photo world: disruption and adoption
In a previous post, I explored the early uses of stock photography. Now let’s look at the factors that led to its widespread popularity today and the creative challenges that have arisen as a result. In the mid-‘90s, agencies and studios moved en masse to digital design and production on Macs and PCs. Now-quaint magic marker sketches for creative presentations were tossed out the window – the digital design era had arrived, and stock photography was given a wide-open door to grow opportunistically.
It’s a stock photo world: we just live in it
Part 1: How we got here – The use of stock photography has profoundly affected the field of creative communications over the past decades. I thought it might be interesting to explore the factors that led to its adoption, the challenges its use presents to designers, and ways in which marketers and communicators can avoid the more obvious stock photo pitfalls and best integrate it their work.
Financial advisor videos: The good, the bad and the ugly.
If you follow digital media consumption habits even slightly then you’re aware that the popularity of online video has exploded. Your wealth management firm can’t ignore the potential that it offers to engage site visitors and to help tell your story. So how do you decide about where video might fit into your firm’s marketing?
Advisors untrustworthy? Sorry, I’m not buying it.
A friend of mine who knows that 360 does work with financial advisory firms told me he had read a study recently that showed that fewer than half of Americans trust the financial advisory industry, and he wanted to know what I thought about the findings.
Appealing to the right brain: 4 ways to rethink your wealth management branding
In my last post, I explored the ways in which prospective wealth management clients evaluate firms and make decisions using both sides of their brain — the left, or rational, side, and the right, or emotional, side. In this post, I’d like to focus on the right side of the equation.
Decisions, decisions: What a wealth advisor needs to know about how a prospect thinks
We make decisions everyday that are relatively inconsequential: medium latte or large cappuccino? Take the tunnel or the bridge? Run out for lunch or eat at the desk? But other decisions we make carry more weight, and few are as important as deciding who we trust to manage our money and our financial future.
Theme lines: the tie that binds
Brand Starbucks, Brand Schultz
The December 3 issue of Barron’s carried an article about Starbucks Chairman and CEO Howard Schultz, opining rather grandly that he could be “some kind of high priest, or guru, or java-swilling Gandhi.” Adulatory articles are almost as common for Howard as they were for that other CEO with whom American consumers were on a first-name basis, that person being Steve Jobs.