During my drive back to Lincoln after a holiday visit, I noticed a billboard along the highway with a new message. I took my eyes off the road much longer than was safe because I couldn’t decipher what the words meant.
There was no graphic on the billboard. Just text that said, “Making heavy traffic more bearable since 1902.” The company logo and contact information was boxed off, nearly unnoticeable, along the side.
I had to read the third paragraph several times to make sure I wasn’t misreading it.
Last week one of my fellow bloggers at ACTON Marketing sent me an email link to a recent East Coast newspaper article about another bank that has made the dubious decision to drop free checking, replacing it with another checking account with a minimum balance requirement and monthly service fee.
The reason I became fixated on the third paragraph was the oxymoron candidate lurking there.
Yet another newspaper ran an obituary for free checking. The Hartford Courant published “Free Checking Becoming Fee Checking,” a story about another big bank that dropped free checking and replaced it with a high minimum balance checking account.
Yeah, yeah, we’ve heard all this before.