“There's More to Managing . . . ”

Cambridge Trust, one of the few venerable New England financial institutions still around, clearly shares our belief that now's the time to step up advertising and marketing. All those investors shaken loose from their advisers by the bear market need new financial homes.

You've probably noticed Cambridge Trust ads on line. Among other marketing efforts, around Boston they're running radio spots. I do wonder about their tag line on the commercials:

"There's more to managing your wealth than just managing your assets."

Oh? Like managing your liabilities … especially if you've been Madoffed or otherwise ripped off?

O.K. I know what Cambridge Trust means: stuff like advanced estate planning and heirship camp for the kids. Do you think most listeners get it?