May 26th, 2010
What Does Your Brand Promise?
How branding impacts your ability to retain assets in a rough market.
Recently, a client asked us for our thoughts on a puzzling business issue — assets in their mutual funds are falling — but at a much slower rate then their competitors and the industry leaders. While good news, on the face of it, our client rightfully wondered if there was more to this.
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May 20th, 2010
The Investor Expectation Conundrum
Most mutual fund companies and 401(k) providers have historically relied on the industry’s cadre of brokers and financial planners to sell their products. And wisely so: we know that investors’ use of financial expertise and personal advice is increasing, not decreasing. The Investment Company Institute estimates that nearly 80% of all mutual funds are sold through an intermediary.
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May 20th, 2010
Marketing Materials That Make the Audience “Care”
Whether it’s the one person firm or the largest organization, we often get asked to review, enhance or create marketing materials to better tell the story for the firm. We’re blessed with clients who are doing great work, who know their business and who are willing to do whatever it takes to make their clients happy.
Why, then, so many times when we review what’s being presented do we walk away feeling “blah” about what we have read? For us, it’s as if we are reading the same presentation over and over again with a different firm name appearing on the front cover.
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February 22nd, 2010
Product “Storytelling:” A New Focus on Differentiation
Today’s competitive environment is defined by a mind-boggling array of products and services, and prospects and intermediaries who are on information overload and are themselves struggling to manage their workloads.
If you are trying to increase your firm’s sales in this environment, you will need what many firms have begun to create for themselves, a clear, compelling, competitive product “story.”
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