I remember the grandiose tagline of Morgan Stanley – “World Wise.” That proved to be false bravado. World weary was more like it, I suggested.
In the wake of the shakiness of capital markets – and the self-deception indulged by bankers – you would think that cautious humility would govern bank marketing.
You would think that bankers and their ad agencies would look in the mirror – stare deep into their own eyes – and vow to find only truth and speak it without qualification. You would think.
Well, take a look at this tagline from the banking giant UBS:
“We will not rest?” Why would anyone promise that? “Oh, Brandsinger, it’s just a figure of speech… not to be taken literally.”
You would think that someone – perhaps an unpaid intern with big eyes and a squeaky voice – would rise from the back of the room and say: “Please sir… We do rest. That makes this statement a false promise. It makes us appear to be liars.”
Richard Nixon once assured us, “I am not a crook.” Morgan Stanley once crowed, “We are world wise.” And now UBS promises: “We will not rest."
Not to be taken literally... not to be taken seriously.