THE BASIS POINT

Vanguard’s New Ad Is a Winner

 

Vanguard print ad | Click For Full SizeBelow is a new print ad from money manager Vanguard. The marketing message is always created the same way in money management… focus on one or more of the four Ps: investment Performance, who are the People managing the money, what is the firm’s investment Philosophy, and what is the Process for executing the philosophy. It’s difficult if not impossible to sell the four Ps cliche-free, so the goal instead becomes: how can the cliche be the most effective and the least patronizing? This Vanguard ad meets both goals. The image and tagline below it are the best we’ve seen in a long time. Anyone who’s used a pair of binoculars would probably agree. Click image for full size.

 

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