Is everything on sale or am I just imagining it? In this period of economic doom and gloom, I’ve yet to find a brand that isn’t promising downsized pricing to its down and out customer base. The two questions every brand manager should be asking during the price-value fisticuffs are first, what we can do to differentiate our promise of value from all the others. The second, how can we convince consumers that our brand will actually be in existence a month from now given this era of vaporizing institutions. The smart folks at Geico turned to one of their own (actually their owner) to help them differentiate their promise of financial stability and good value - Mr. Warren E. Buffett. As reported in the New York Times, Mr. Buffet is mentioned, along with his company Berkshire Hathaway, in a campaign that offers a strong message to assuage consumer anxiety over the economic situation, both in words and in the guise of the familiar gecko wearing Buffett-like eyeglasses. In typical Geico manner, this campaign does a great job of getting its promise across with the wry humor of its little green icon. More important, it does a great job of differentiating itself from the myriad other promises of price-savings by using one of the most trusted icons of trust in the financial world; Mr. Buffett himself.