The
investment industry has some of the brightest minds, interesting
products, and biggest bucks anywhere. So why do they keep
pumping out mega-buck ads that are mish-mashed?
We
don't get it. And we don't get this ad. Confusing… to say
the least.
(continued top of next column)
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Sorry
designers, the artistic Hawaiian motif is colorful, but we
didn't get the reference to a mountain or quasi-city in Colorado
called "Berger." (Is there a city?) The likeness of words
"Purple Mountain" above a Berger logo with snowy lavender
peaks is cute - and maybe on purpose - but not direct enough
for us. And the Americana images lend themselves to Mayberry
U.S.A.
This looks like a tourist postcard gone bad. We finally figured
out there might be some relationship in all of this to investing
- - Hometown USA, Freedom to Succeed", Investing. But it took
10 minutes and way too much thinking.
We've
said it before - 95% of an ad is the headline. Everything
should relate to the headline. The headline is "Freedom to
Succeed." But that's the smallest type on the ad. And very
little body copy relates to the headline. †
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