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“Less hoodies, more lab coats,” said PhRMA President and CEO, Steve Ubl as he smirked at his clever delivery to CNBC anchors. In a crisis situation, companies have the options to stay silent, deny, counterattack or reframe. But, while pharma's reframing media strategy is clear, Ubl’s execution misfired.

During the past several years, the rise of the ‘robo-advisor’ has been swift, and new technology has dramatically altered the landscape of the investment industry. While the changes have presented significant challenges and concerns for advisors, we are now seeing new signs of a resurgence of good old ‘human power.’

Look above. Is that single line of text the reason you’re reading this? We are bombarded by headlines all day, each one attempting to lure us in, tell us about a hot news topic or convince us to buy something. And a bad headline, frankly, is like beautifully staging a house for sale, but doing little to create curb appeal.