Because a guy wearing an old sweater and stained khakis wouldn't have looked rich.
Half a century later, rich men display a variety of looks: bespoke suit, black tee shirt, jeans and boots, hoodie . . . . Mark Shaw, the Chase photographer, would have a tough time depicting a generic "rich man."
A decade after this Chase ad ran, Thomas Stanley began studying the affluent. After discovering that many did not look that rich, he became a popular speaker at financial marketing gatherings, gaining national prominence with his 1988 book, "The Millionaire Next Door."
Before that best-seller, Dr. Stanley wrote "Marketing to the Affluent." A generation later, aspiring brokers and investment advisers still might find it worth reading.
Postscript: Strictly speaking, Mark Twain pointed out, clothes do make the man: "Naked people have little or no influence on society."
No comments:
Post a Comment