"Why the Big Company Financial Brands Don’t Work Any More"

I’ve worked for a big financial company, so I was interested to read “Why the Big Company Financial Brands Don’t Work Any More.”

Blogger Dan Taylor says, “The value of the big brands in fading.  No one under 40 gives a hoot whether their money is at Merrill [Lynch] or in Moab.” The implication is that no matter where you work, you’d better invest time in packaging yourself for clients.

He’s even more provocative in “Your Brand Never Lies to Clients,” saying “The reluctance of Broker Dealers to allow their representatives to brand themselves is more about protecting their turf instead of your future.  If you notice, the big brands are the ones that you always have to apologize for….” 

What’s your take on this topic?