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Backstage Wall Street: An Insider's Guide to Knowing Who to Trust, Who to Run From, and How to Maximize Your Investments by Joshua M. Brown

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15The Image

Look at the way most firms market themselves. The colors, themes, and stock images are always the same. Greens and browns in some cases—the rich and earthy colors that bring a bread-winning male back to his boyhood days in the forests and streams of his youth. Reds, whites, and blues—evocative of patriotism and freedom. White backgrounds denoting simplicity, gold and silver trim alerting you to the fact that inside this brochure lie treasures and a wealth of important knowledge.

The iconography of the financial advertisement also never changes. There are large wooden ships riding high and true on the “uncertain” tides of “uncertain uncertainty”—the message unmistakable: We have persevered through squalls before, climb aboard. There ...

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