BNY Mellon says “no” to “staying the course”

“Staying the course” is classic advice from investment and wealth managers, so I was surprised to see BNY Mellon Wealth Management challenge this adage as part of its “truth” advertising campaign.

“Staying the course is like navigating a new world with an old map,” says the headline of the BNY Wealth Management ad, which I spotted on the inside front cover of The New York Times Magazine dated July 24, 2011. I love the combination of plain English with a powerful analogy.

BNY Mellon Wealth Management ad

This ad is part of a series, which I’ve blogged about in “Financial ad in plain English: Another one from BNY Mellon” and “BNY Mellon: I liked your ‘truth ad’ until you used that word.” I hope BNY Mellon keeps up the good work.

Still, I was surprised to see the firm say, “Investors must maintain the discipline to stick with their plans,” on p. 18 of its 2020 Vision. Isn’t this what “stay the course” means? Because “stay the course” isn’t defined in the ad, I don’t know. Despite this quibble, I admire this eye-catching ad.