light bulbs with words written in them in neon including idea and brand (Photo: Shutterstock)

Have you seen the "Safe drivers save 40%" ad fromAllstate?  It's the one where the ad's spokesman walksinto a fast food restaurant and is recognized as acelebrity.  That never happens.  Years ago, Iheard an excellent trainer say: "When the top advisor in youroffice cold-calls someone, the person on the other end of the phonedoesn't say: 'It's their top advisor!  He's callingus."  They have no idea.  Your call and theircall get the same response.  Can branding help?

Let's approach it from a different direction.  VeuveClicquot is the favorite champagne of one of our friends. Everyone knows that.  When going to her house orcelebrating her birthday, everyone knows "When in doubt, bring abottle of Veuve Clicquot."  All the money the brand spendson ads in luxury magazines and sponsoring events helps my friendbuild her own brand in our little community.

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Bryce Sanders

Bryce Sanders, president of Perceptive Business Solutions Inc., has provided training for the financial services industry on high-net-worth client acquisition since 2001. He trains financial professionals on how to identify prospects within the wealthiest 2%-5% of their market, where to meet and socialize with them, how to talk with wealthy people and develop personal relationships, and how to transform wealthy friends into clients. Bryce spent 14 years with a major financial services firm as a successful financial advisor, two years as a district sales manager and four years as a home office manager. He developed personal relationships within the HNW community through his past involvement as a Trustee of the James A. Michener Art Museum, Board of Associates for the Bucks County Chapter of the Fox Chase Cancer Center, Board of Trustees for Stevens Institute of Technology and as a church lector. Bryce has been published in American City Business Journals, Barrons, InsuranceNewsNet, BenefitsPro, The Register, MDRT Round the Table, MDRT Blog, accountingweb.com, Advisorpedia and Horsesmouth.com. In Canada, his articles have appeared in Wealth Professional. He is the author of the book “Captivating the Wealthy Investor.”