Most financial companies haven't much to brag about these days. Except, for the lucky ones, survival.

Which may explain why some institutions are stressing in print ads how long they've been around: Franklin Templeton Investments boasts more than 165 years of "experience" (the sum experience of its three management groups), AXA Equitable touts 149, BB&T Capital Markets, 136 and Fidelity Investments, 60. Credit Suisse boasts "since 1856." And Wachovia Securities' ads tout 120 years.

While the ads aren't generally brand new, it's no accident that they're running right now.

"The message is that we're strong and stable and here to serve customers at a very volatile time," said Wachovia spokeswoman Mary Beth Navarro. That campaign, she said, has run since August. And Fidelity's has run since winter, said spokesman Vincent Loporchio.

As for Franklin Templeton, its latest print advertisement has run since February, though it has stressed experience for years, said spokeswoman Holly Gibson Brady.

"We believe that is a message that resonates with financial advisers and investors in any kind of market," she said.

Executives from AIG and Lehman Bros. declined to comment. Merrill Lynch executives also declined to comment, but Bank of America CEO Ken Lewis made one thing clear in a press conference earlier this week: He plans to keep the Merrill Lynch name if the merger is approved.

So, what should the financial giants be communicating to scared customers right now? The stock market keeps churning. Big-name institutions are disappearing overnight.

Crisis consultants differ. Some say financial services companies should be straightforward, yet take the time to point out their strengths.

But that's not so simple for any big bank or brokerage at the moment. "I don't envy anybody in a communications role right now," said Lynn Kettleson, a crisis communications specialist. "These are the most difficult of times."

Among the mixed advice from experts: