When you're only No.2, you've got something to prove

by Scott Ronalds

We noted last week that although we were a finalist for Morningstar’s ‘Steward of the Year’ award, we came up short. It stings a little, as it’s one of the few industry awards we think has any merit (most other awards are based on short-term performance). And it went to a ... bank. I’ll stop there.

In any event, we were inspired by the old Avis ads, “When you’re only No.2, you try harder.” They’re before my day, but I love the punchy, no B.S. messaging. They got me thinking what a Steadyhand ad from the 60’s might have looked like. Maybe something like this.