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?Read More
8 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.
9 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.Read More
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.Read More
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.Read More
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.Read More
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.Read More