Branding is for Cattle

Everyone has an opinion about what makes a good brand: Great logo, strong tagline, memorable message. But is that all a brand is? And does what works for sneakers and t-shirts really work for wealth management and business owners? No. Because in an increasingly commodified industry, the last thing you want to do is sell off-the-rack solutions for anyone who walks in the door.

In this entertaining take-down of the traditions, myths, and fears around branding, brand advisor and top-rated Barron’s presenter Terri Trespicio offer an unfiltered, no-bull approach to what financial services firms often get wrong in their messaging—and why what you have to say about what you do matters more than you think.