The importance of brand guidelines for fund managers

Marketing a fund is hardly nursery slope stuff. It’s a black-diamond run. As your firm grows, two things are guaranteed: The amount of content you need to produce will swell (website, pitchbooks, presentations, PPMs, email communications, drawdown notices, quarterly and annual reports…) The production of this content will become increasingly abstracted from the senior management…

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…

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