"Bigger isn't better. Better is better."

I was thumbing through the latest issue of Worth magazine, a great source for ads aimed the highest net worth market segment. I was struck by the above six words, found in an ad by FlexJet. They compete with Net Jets, which is I think the firm that invented fractional share ownership of private airplanes. At least I never heard of the concept until I heard about them. In the process, they've reinvented the idea of business air travel.
Net Jets has 750 planes in their fleet, FlexJet has only 100. But their Worth ad was quite effective in turning that sour lemon disadvantage into a refreshing lemonade benefit. They implied that Net Jets has gotten too big, its customers now feel like numbers. The large Net Jets fleet is old, and lacks efficiency. And too frequently the Net Jets people have to rely on outside aircraft to satisfy the requests of their clients. Bigger isn't better. Better is better.

Refreshing to read great ad copy.

The FlexJet website is here. But I didn't see any sign of their advertising strategy in their web pages.

The trust industry seems to be dividing into very big players, and smallish players. But when it comes to delivering high quality personal financial services, is bigger really better?