Two Toughest Marketing Challenges?

Will most Americans ever buy small, fuel-efficient cars?

Will most American investors ever seek guidance from fee-based advisers rather than brokers?

The battle to market small automobiles in this country has been long ongoing and, give or take a Mini Cooper, unsuccessful. The sprightly ad for U.S.-made Austins, left below, dates from the summer of 1930. So does the ad to its right, depicting the vehicle Americans actually dreamed of owning that year.

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The battle to convince investors that impartial advice for a fee might be cheaper than brokerage charges has also been an uphill battle. According to the Aite Group survey Jim Gust mentioned, only about 11% of investors work with independent investment advisers. The percentage smart enough to seek guidance from corporate fiduciaries remains minuscule. The great majority prefer brokers.

Will the tide ever turn? If so, how?