Embrace change. Challenge yesterday. Find your swagger.

Marketing is a competition for time and attention. Regardless of how badly you want to believe you are marketing to unfeeling institutions, in reality, you are marketing to the people that work within these organizations. Like you, they are busy with the stresses of life. To be heard and seen, you need to take some…

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? …

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…”…

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