What the reincarnation of E.F. Hutton says about the pace at which RIA business is moving

Marketer’s Perspective – Unless the target clients are older Boomers, this name may be a handicap. Imagine the money needed to explain what it is/was/history/etc. Plus, there may be pushback from an easy association with “evil” “Wall St..” Probably worth some research before the decision is made.

We would think there would be an opportunity for a new brand in this space — one not associated with the problems of the past.

Looking backward, and asking your customers to do the same, in marketing is always risky.

People remember this brand. I was surprised to hear someone mention it at a meeting (that had nothing to do with finance). When I turned around, the person was in their late 20’s.

I think it’s good to look back and pull the best of what was into the future and expand on that concept. I look forward to seeing EF Hutton and maybe even Reynolds names come back. There was a lot of good in the 70’s being done at brokerage firms — at a time when the firm was a firm and the banks were …. banks.