The Feeling Is Mutual


Bank Mutual headquartered in Milwaukee has 79 branches across Wisconsin.
The Mutual Fund Store headquartered in Overland Park Kansas has over 70 branches nationwide including Milwaukee. That poses a problem for The Mutual Fund Store’s new “The Feeling Is Mutual” radio campaign which happens to be the slogan Bank Mutual has used in their radio campaign for several years.

Most people only half listen to radio commercials while eating breakfast, reading and and trying to get the family ready for the day. So it was the other morning. “Blah blah blah blah – the feeling is mutual.” “Blah blah blah the feeling is mutual.” about the third time the phrase “the feeling is mutual” came on I started to wonder why the bank had changed the style of their ads. Traditionally one “The feeling is mutual” per 60 second ad has been sufficient. Then I realized that the ad I wasn’t for Bank Mutual but for the Mutual Fund Store. . Not all that effective for the store, but they did a bang up job of reinforcing the Bank’s slogan.

I’d be surprised if The Mutual Fund Store knowingly copied the phrase. Most likely the ads work for all of their stores outside of Wisconsin, but someone – the local investment guys, the radio station or some of their investors should have tipped them off within a few minutes of the first ad playing. While it might be a hassle producing a special commercial for two of your locations it would be a great investment of time and money. And you can take that to the bank.

About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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