Brand matters. But not for the reason you think it does… Part II

Where things tend to go wrong can almost always be categorized in one of two ways – a misalignment of expectations, or the failure to deliver on that promise. As discussed in Part I, brand refers to the firm’s “DNA” and values. Brand goes to your reputation and the expectations that people have when interacting…

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…

Be relevant, progressive and impressive

Marketing is about generating interest across the right audience. Assuming you have the audience nailed down, you won’t generate much interest unless you are perceived as relevant, progressive, and impressive. After that, the product or service you are marketing needs to meet expectations. Nowhere is this more prevalent than in marketing alternative investments. Being perceived…

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…

Stretching it: Brand and franchise extensions for ambitious fund managers

It’s the first day of April: New Year and other seasonal celebrations are little more than a memory, and spring has “sprung”. The clocks have gone forward, both in North America and Europe, and at this time, each year, dear reader, we like to depart from our usual diet of communications advice and present some…

Brand matters now more than ever

When things look dire there is the natural tendency to retreat, to hoard supplies and close the doors. In reality, a brand is built in moments of crisis. It is during these times that people are looking for guidance, leadership, and hope. It is hard to impact perceptions during easy times. People tend to live…

Part II: Five words to immediately eliminate from your marketing deck

I received some interesting feedback on this article, which focused on the language that alternatives managers often use in their marketing deck to describe themselves. There are a number of additional suggestions on overused words that probably should have made the cut – thus, the article could have easily been called “Twenty Words to Eliminate…”…

The impact of imagery

In our creative process, we go through a questionnaire around the creative that clients would like to see in their materials. Oftentimes, there is a lot of confusion around why we ask the questions we do and why we try to incorporate imagery. Bottom line, imagery is impactful.   IMAGERY AND THE USER EXPERIENCE If…

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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