Insights

Brand

2 months ago

Differentiating from the parent brand

It is a natural desire for investment management brands to differentiate from their parent brand. However, there is a fine balance to strike between independence and maintaining the value of the association with the group brand.

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Brand, Market Insight

3 months ago

Is your core message out of step with your audience?

Communicating a brand or campaign’s core message is one of those concepts that often sounds easy, but few firms achieve this successfully. If we know our businesses inside out, why do so many of us struggle to convey a clear organising thought?

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Brand

10 months ago

Brand Identity & Definition: Tips for discovering brand authenticity

Don’t be lazy – Keep digging for the finer nuances of what you
do differently & express it with heart and purpose.

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Brand

11 months ago

How does marketing influence and ensure a good client experience?

Enduring value comes from softer metrics, such as trust, experience and relationships. Given that experience is an increasingly significant part of what clients pay for, this article poses a few things to think about.

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Brand, Content, PR & Comms

1 year ago

Don’t just stand for something, stand against your competitors

Understanding investor objectives is undoubtedly crucial for asset managers, but as Mark Ritson points out, using competitors as a positioning tool can be extremely powerful. Direct comparison makes for a more tangible message and helps articulate what your brand stands for.

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Brand

1 year ago

There is no one solution

This article from the New Statesman discusses the evolution of advertising strategy in storytelling and brand building and looks at what the best balance is between data, segmentation and targeting versus the benefits of wider broadcast media.

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Brand

1 year ago

Do you know how much your brand is worth?

Described by Forbes as the marketers ‘golden ticket’, the International Organisation for Standardization (ISO) has recently announced a new global standard for evaluating brands. We now have the tools at hand to demonstrate ROI and how brand and marketing can create significant value for both the business and their shareholders.

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Brand

2 years ago

Branding: Do all investment managers tell the same story?

This article demonstrates that a ‘me too’ approach to strategy is not necessarily a ‘safe’ strategy. Everyone else is saying the same thing. Brands willing to differentiate will have a better chance of engaging with an increasingly complex and demanding market.

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