Effective marketing requires repetition

It doesn’t matter how brilliant your story is if investors don’t hear it often enough. Repetition is the essence of effective marketing.  Big brands know it. They spend millions of dollars on it. Hearing the name or seeing the logo triggers recall of their messaging:  Nike: Just do it  Capital One: What’s in your wallet? …

Build brand equity in a tag line

When the words “Just Do It” were first written down, they meant nothing. Today, they are obviously extremely valuable. Tag lines like “Just Do It” are nothing more than the entry point to a given company’s story. We are of course borrowing the words made famous by Nike. Today there is immense depth behind this…

Why you need an origin story and the questions you need to answer to build a good one

Hey! You there!  Yes, you – in the figure-hugging jumpsuit. Why are you hanging upside-down from that building?  Radioactive spider, you say? Tell me more…  Every superhero has an origin story – and you probably know lots of them. Whether it’s a poorly planned scientific experiment, a distinctly unethical military program, or being transformed from…

The single most important question to ask in asset management marketing

As time ticks on, fewer and fewer teams have had greater exposure to asset management marketing than ours. Based on subjectivity of marketing, it is very challenging to anchor to any given opinion or position. Unlike the absolute nature of math and finance, there is never a concrete answer. The best you can do is…

Your brand is your truth

The concept of your brand is a tricky one. Most people stumble around it. Is it your unique selling proposition? Not really. Is it what you aspire to be? A little bit. Is it the articulation of your values? Perhaps.  Whatever brand is, it is damn hard to pin down. To offer some guidance on…

Control your message, control your reputation – Six steps how

It’s a misnomer to think you can own your reputation. You really can’t because your reputation is based on other peoples’ opinions of you. That said, you can own your message – and owning your message is the best way to influence other peoples’ opinions. Unfortunately, owning your message takes effort. It starts with understanding…

Build brand, don’t Sell

Good marketing is nothing more than executing a brand plan that allows an allocator to feel that they know you well, without having to invest a great deal of personal time in the endeavor. Like any other vocation, doing this well, takes a great deal of skill and commitment. Allocators can’t feel they are being…

Decision making: Investment decisions aren’t based on what you do

My wife asked me to pick-up Diet Coke at the store for her the other day. Unfortunately for me, they were all out so I faced a pretty big dilemma when making a decision. Do I get her regular Coke or Diet Pepsi? Maybe Yoo-Hoo. I mean, who doesn’t like a fun surprise like that?…

Why you don’t build brand around performance

You want to buy an electric vehicle. In terms of performance, your primary concern is the distance the vehicle can drive on one charge. Brand 1… all they talk about is the distance their vehicles can drive on a single charge. That said, their service isn’t that great, the salespeople are somewhat sorely, and the…

Language matters: Five words to immediately eliminate from your marketing deck

“If you look like everyone else and sound like everyone else, why wouldn’t they just choose everyone else?” – Kyle Dunn In their quest to sound different, most managers end up just doing different versions of what many other managers have already done. So much so, that investors end up passing on very qualified managers…

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