Building brand is different than articulating your value proposition

Figure out what you stand for, think beyond performance, and embrace your brand values. I think about building brand in the alternative investment industry… a lot. I have pondered why it is such a struggle for asset managers. The reasons are involved. It starts with the fact that the stories asset managers tell, are not…

The best way to determine “fit” within an LP’s portfolio

Not sure who made-up the term, “fit,” as it relates to the investment business, but it’s one of my favorites. There may be other interpretations, but to me the word encompasses two things that are incredibly elusive to investment managers when they attempt to describe their funds and investment strategy – relevancy and “value proposition.”…

The marketing continuum

Marketing doesn’t need to be overwhelming. Although the subtleties and intricacies of each stage of the continuum below can become involved, the general path to follow is straightforward.  First, you strategize and determine what you want to say. Second, you need to build tools that clearly represent your value proposition. Lastly, you need to implement…

The alpha in ESG

From the very beginning of the ESG movement, about fifteen years ago, asset managers have asked themselves if and how ESG can create value. In our view, trillion-dollar questions are always worthy of our attention, particularly if answering them may help to save the planet. In order to show whether improvements in ESG can drive…

Build consensus, raise more capital

Everyone is well aware of Nike’s tagline, “Just Do It.” Would it have become as iconic as it has if the team in Texas used the phrase “Get it done,” the team in New York, “Do not hesitate,” the team in California, “Go all in,” etc. My two cents, probably not. Surprisingly, this is exactly…

There is no marketing value in doing the expected

We talk to asset managers all day, everyday – people like you, searching for capital. With surprising regularity, managers confide in us that they truly don’t understand why investors aren’t allocating capital their way. “Look at our performance, it’s pretty impressive.” Here’s the thing, “doing what you are paid to do” isn’t a reason for…