Personal Financial Advisors

Many accountants serve as personal financial advisors and wealth managers. For several years, the trade association for CPAs (i.e. the AICPA) tried to support them by producing a series of bizarre video advertisements with the theme of “Feed The Pig.” See, for instance, an example of such an advertisement here: The AICPA hoped that the Pig would become a valuable brand asset, similar to the Gekko character for Geico. That character is featured, for instance, on Geico’s web site here: Sadly, though, the Pig never reached the heights of success that were achieved by the Gekko and other beloved business characters. Many thought that the Pig was “creepy”; see, for instance: The AICPA eventually cancelled its “Feed The Pig” program and created a personal financial web site at: The very first sentence on that web page states “ is no longer available.” Clearly, the AICPA wished to eliminate all traces of the Pig! Here is your extra credit assignment. Please click through all of the links on the AICPA’s new web site. There are many different tools and a significant amount of general information, so it will take you some time to do so. You are welcome, though, to simply skim the site. Then review the required content on our Final Examination. Think about the Pig as a brand. Think about the AICPA’s new slogan “360 Degrees of Financial Literacy” as a brand. Consider how Interbrand tries to measure the value of brands. Then think about how well, or how poorly, Interbrand’s approach to brand asset valuation would apply to the Pig and to “360 Degrees of Financial Literacy.” Write a single spaced, one page memorandum that explains your thoughts. Include citations of two or more examples of the AICPA’s new web site that (in your opinion) appear to create significant value for the site visitor. Also include citations of two or more examples that (again, in your opinion) appear to create little or no value, or that might actually create negative value because their information is confusing or misleading.

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