Down-Market Branding “Dance With the One That Brung Ya” Dan Ross Wechsler Ross & Partners May 19, 2009

How we used to talk about mutual funds What’s a mutual fund? Convenience Diversification Professional management What’s a mutual fund

Convenience

Diversification

Professional management

How we used to talk about mutual funds Performance Peter Lynch #1 performers What’s a mutual fund Performance

Peter Lynch

#1 performers

How we used to talk about mutual funds Asset allocation Stocks Bonds Cash What’s a mutual fund Performance Asset allocation

Stocks

Bonds

Cash

How we used to talk about mutual funds Style boxes Small caps Growth/value International What’s a mutual fund Performance Asset allocation Style boxes

Small caps

Growth/value

International

How we used to talk about mutual funds Exotic assets Emerging markets REITs Commodities What’s a mutual fund Performance Asset allocation Style boxes Exotic assets

Emerging markets

REITs

Commodities

How we used to talk about mutual funds New instruments ETFs SMAs Alternatives What’s a mutual fund Performance Asset allocation Style boxes Exotic assets New instruments

ETFs

SMAs

Alternatives

The new mutual fund conversation “When to fire your fund manager” Market Watch

“When to fire your fund manager”

Market Watch

The new mutual fund conversation “81% of Americans agreed that the financial crisis poses ‘a greater threat to the quality of my life’ than does the threat of terrorism.” Science Daily

“81% of Americans agreed that the financial crisis poses ‘a greater threat to the quality of my life’ than does the threat of terrorism.”

Science Daily

The new mutual fund conversation “What starts with ‘f,’ ends with ‘k’ and means ‘screw your workers?’” “That’s right – 401(k).” Mother Jones

“What starts with ‘f,’ ends with ‘k’ and means ‘screw your workers?’”

“That’s right – 401(k).”

Mother Jones

In times like these: How do you talk to investors? How do you talk to intermediaries? How do you manage your brand?

How do you talk to investors?

How do you talk to intermediaries?

How do you manage your brand?

“If you’re going through hell…keep going.” Winston Churchill [Hat tip: Ariel Investments]

“If you’re going through hell…keep going.”

Winston Churchill

“ Stick to your guns” “ March off a cliff” ≠

Dan’s rules of down-market branding Acknowledge reality 1 Share your wisdom 2 Know who you are 3

Dan’s rules of down-market branding Acknowledge reality 1 Share your wisdom 2 Know who you are 3

Does American Funds get it? “We believe it is critically important to learn the right lessons from the past year. In addition, the market’s decline has strengthened our commitment to the cornerstones of our investment process — fundamental, global research and investing for the long term.” Perspectives: April 19, 2009

“We believe it is critically important to learn the right lessons from the past year. In addition, the market’s decline has strengthened our commitment to the cornerstones of our investment process — fundamental, global research and investing for the long term.”

Perspectives: April 19, 2009

Does American Funds get it? Five ways to handle the volatility of the financial markets: Try to stay calm and get professional advice. Maintain a diversified investment portfolio. Invest regularly — in good and bad times. Invest for income. Avoid jumping in and out of the market. www.americanfunds.com

Five ways to handle the volatility of the financial markets:

Try to stay calm and get professional advice.

Maintain a diversified investment portfolio.

Invest regularly — in good and bad times.

Invest for income.

Avoid jumping in and out of the market.

www.americanfunds.com

Does American Funds get it? Is this any different from what they were saying before? Does this tell you anything you haven’t heard a million times? If you followed their advice in the past, how much money would you have lost?

Is this any different from what they were saying before?

Does this tell you anything you haven’t heard a million times?

If you followed their advice in the past, how much money would you have lost?

Does American Funds get it?

Does American Funds get it?

Does American Funds get it?

Does American Funds get it?

Dan’s rules of down-market branding Acknowledge reality 1 Share your wisdom 2 Know who you are 3

What fund brands stand for Investment management Knowledge

Bill Gross on the future of investing “The title of this Outlook, ‘The Future of Investing,’ is a theme that will take the evolving years to resolve, let alone the next few days. Still, PIMCO is an organization that loves a challenge.”

“The title of this Outlook, ‘The Future of Investing,’ is a theme that will take the evolving years to resolve, let alone the next few days. Still, PIMCO is an organization that loves a challenge.”

David Brownlee on personal opinions

Dan’s rules of down-market branding Acknowledge reality 1 Share your wisdom 2 Know who you are 3

Case study #1 How LPL helped advisors put clients first LPL Financial is America’s largest broker/dealer for independent advisors. To help advisors attract new assets during the market slowdown, it wanted to offer them a new client contact program. Wechsler created a program that leveraged LPL’s brand positioning of “independence,” reinforced its brand values, and reminded advisors why they went independent in the first place.

LPL Financial is America’s largest broker/dealer for independent advisors. To help advisors attract new assets during the market slowdown, it wanted to offer them a new client contact program.

Wechsler created a program that leveraged LPL’s brand positioning of “independence,” reinforced its brand values, and reminded advisors why they went independent in the first place.

Case study #1 How LPL helped advisors put clients first Housing kit

Case study #1 How LPL helped advisors put clients first Program overview

Case study #1 How LPL helped advisors put clients first Program brochures

Case study #1 How LPL helped advisors put clients first Program website

Case study #1 How LPL helped advisors put clients first Ad slicks

Case study #1 How LPL helped advisors put clients first Results Over 2,700 unique advisor logins Over 25,000 page views of dedicated website 2,500 kits have been received by advisors 500,000 prospecting leads have been delivered

Results

Over 2,700 unique advisor logins

Over 25,000 page views of dedicated website

2,500 kits have been received by advisors

500,000 prospecting leads have been delivered

Case study #2 How Matthews repositioned Asia American investors too often view Asia as a go-go opportunity: high risk, high potential return, not for the faint of heart. As the largest American fund complex investing exclusively in Asia, Matthews recognizes the long-term growth potential of Asian economies and markets. Even before the downturn, it tried to educate investors about Asia’s true potential. Ironically, the downturn has provided an opportunity for Matthews to get its message across to newly receptive investors.

American investors too often view Asia as a go-go opportunity: high risk, high potential return, not for the faint of heart.

As the largest American fund complex investing exclusively in Asia, Matthews recognizes the long-term growth potential of Asian economies and markets.

Even before the downturn, it tried to educate investors about Asia’s true potential. Ironically, the downturn has provided an opportunity for Matthews to get its message across to newly receptive investors.

Case study #2 How Matthews repositioned Asia Brand consolidation Old logos New logo

Case study #2 How Matthews repositioned Asia Investor education

Case study #2 How Matthews repositioned Asia Website

Case study #2 How Matthews repositioned Asia Weathering the Crisis: Asian Banks “ As history will write, 2008 will be remembered as one of the darkest chapters for banks and financial institutions across the globe, from America to Africa.… Yet, Asia remains one place in the world where the financial systems, though underdeveloped compared to the West, are nevertheless relatively intact and are better able to support future growth in wealth and living standards.” Asia Insight, April 2009

Weathering the Crisis: Asian Banks

“ As history will write, 2008 will be remembered as one of the darkest chapters for banks and financial institutions across the globe, from America to Africa.… Yet, Asia remains one place in the world where the financial systems, though underdeveloped compared to the West, are nevertheless relatively intact and are better able to support future growth in wealth and living standards.”

Asia Insight, April 2009

Case study #3 How Sentinel put people front and center A new leadership team rebuilt Sentinel Investments into a serious, institutional-style asset manager with well-defined products, disciplined processes and focused management teams. It’s a good story — but not one that’s dramatically different from many other players in today’s industry. Because the idea of teams is not as interesting as the people on them, Wechsler helped Sentinel bring its story to life by putting those people at the heart of its communications.

A new leadership team rebuilt Sentinel Investments into a serious, institutional-style asset manager with well-defined products, disciplined processes and focused management teams.

It’s a good story — but not one that’s dramatically different from many other players in today’s industry.

Because the idea of teams is not as interesting as the people on them, Wechsler helped Sentinel bring its story to life by putting those people at the heart of its communications.

Case study #3 How Sentinel put people front and center Brochure spreads

Case study #3 How Sentinel put people front and center Website

Case study #3 How Sentinel put people front and center Market commentary

Case study #4 How Wechsler wished you a quick recovery Wechsler is a marketing agency that exclusively serves financial and professional services firms. Most of its clients were hit hard by the downturn. Recognizing that its brand represents a unique mix of creativity and industry knowledge, Wechsler addressed the market slowdown head-on with an offbeat “industry insider” approach.

Wechsler is a marketing agency that exclusively serves financial and professional services firms. Most of its clients were hit hard by the downturn.

Recognizing that its brand represents a unique mix of creativity and industry knowledge, Wechsler addressed the market slowdown head-on with an offbeat “industry insider” approach.

Case study #4 How Wechsler wished you a quick recovery New campaign announcement

Case study #4 How Wechsler wished you a quick recovery Email newsletters

Dan’s rules of down-market branding Acknowledge reality 1 Share your wisdom 2 Know who you are 3

“ Dance with the one that brung ya” Wechsler Ross & Partners www.wechsler.com [email_address]

“ Dance with the one that brung ya”