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Down Market Branding by Dan Ross

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"Dance with the one that bring ya"

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Down Market Branding by Dan Ross

  1. 1. Down-Market Branding “Dance With the One That Brung Ya” Dan Ross Wechsler Ross & Partners May 19, 2009
  2. 2. How we used to talk about mutual funds What’s a mutual fund? <ul><li>Convenience </li></ul><ul><li>Diversification </li></ul><ul><li>Professional management </li></ul>What’s a mutual fund
  3. 3. How we used to talk about mutual funds Performance <ul><li>Peter Lynch </li></ul><ul><li>#1 performers </li></ul>What’s a mutual fund Performance
  4. 4. How we used to talk about mutual funds Asset allocation <ul><li>Stocks </li></ul><ul><li>Bonds </li></ul><ul><li>Cash </li></ul>What’s a mutual fund Performance Asset allocation
  5. 5. How we used to talk about mutual funds Style boxes <ul><li>Small caps </li></ul><ul><li>Growth/value </li></ul><ul><li>International </li></ul>What’s a mutual fund Performance Asset allocation Style boxes
  6. 6. How we used to talk about mutual funds Exotic assets <ul><li>Emerging markets </li></ul><ul><li>REITs </li></ul><ul><li>Commodities </li></ul>What’s a mutual fund Performance Asset allocation Style boxes Exotic assets
  7. 7. How we used to talk about mutual funds New instruments <ul><li>ETFs </li></ul><ul><li>SMAs </li></ul><ul><li>Alternatives </li></ul>What’s a mutual fund Performance Asset allocation Style boxes Exotic assets New instruments
  8. 8. The new mutual fund conversation <ul><li>“When to fire your fund manager” </li></ul><ul><ul><li>Market Watch </li></ul></ul>
  9. 9. The new mutual fund conversation <ul><li>“81% of Americans agreed that the financial crisis poses ‘a greater threat to the quality of my life’ than does the threat of terrorism.” </li></ul><ul><ul><li>Science Daily </li></ul></ul>
  10. 10. The new mutual fund conversation <ul><li>“What starts with ‘f,’ ends with ‘k’ and means ‘screw your workers?’” </li></ul><ul><li>“That’s right – 401(k).” </li></ul><ul><ul><li>Mother Jones </li></ul></ul>
  11. 11. In times like these: <ul><ul><li>How do you talk to investors? </li></ul></ul><ul><ul><li>How do you talk to intermediaries? </li></ul></ul><ul><ul><li>How do you manage your brand? </li></ul></ul>
  12. 12. <ul><li>“If you’re going through hell…keep going.” </li></ul><ul><ul><li>Winston Churchill </li></ul></ul>[Hat tip: Ariel Investments]
  13. 13. “ Stick to your guns” “ March off a cliff” ≠
  14. 14. Dan’s rules of down-market branding Acknowledge reality 1 Share your wisdom 2 Know who you are 3
  15. 15. Dan’s rules of down-market branding Acknowledge reality 1 Share your wisdom 2 Know who you are 3
  16. 16. Does American Funds get it? <ul><li>“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.” </li></ul><ul><ul><li>Perspectives: April 19, 2009 </li></ul></ul>
  17. 17. Does American Funds get it? <ul><li>Five ways to handle the volatility of the financial markets: </li></ul><ul><ul><li>Try to stay calm and get professional advice. </li></ul></ul><ul><ul><li>Maintain a diversified investment portfolio. </li></ul></ul><ul><ul><li>Invest regularly — in good and bad times. </li></ul></ul><ul><ul><li>Invest for income. </li></ul></ul><ul><ul><li>Avoid jumping in and out of the market. </li></ul></ul><ul><li>www.americanfunds.com </li></ul>
  18. 18. Does American Funds get it? <ul><ul><li>Is this any different from what they were saying before? </li></ul></ul><ul><ul><li>Does this tell you anything you haven’t heard a million times? </li></ul></ul><ul><ul><li>If you followed their advice in the past, how much money would you have lost? </li></ul></ul>
  19. 19. Does American Funds get it?
  20. 20. Does American Funds get it?
  21. 21. Does American Funds get it?
  22. 22. Does American Funds get it?
  23. 23. Dan’s rules of down-market branding Acknowledge reality 1 Share your wisdom 2 Know who you are 3
  24. 24. What fund brands stand for Investment management Knowledge
  25. 25. Bill Gross on the future of investing <ul><li>“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.” </li></ul>
  26. 26. David Brownlee on personal opinions
  27. 27. Dan’s rules of down-market branding Acknowledge reality 1 Share your wisdom 2 Know who you are 3
  28. 28. Case study #1 How LPL helped advisors put clients first <ul><ul><li>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. </li></ul></ul><ul><ul><li>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. </li></ul></ul>
  29. 29. Case study #1 How LPL helped advisors put clients first Housing kit
  30. 30. Case study #1 How LPL helped advisors put clients first Program overview
  31. 31. Case study #1 How LPL helped advisors put clients first Program brochures
  32. 32. Case study #1 How LPL helped advisors put clients first Program website
  33. 33. Case study #1 How LPL helped advisors put clients first Ad slicks
  34. 34. Case study #1 How LPL helped advisors put clients first <ul><li>Results </li></ul><ul><ul><li>Over 2,700 unique advisor logins </li></ul></ul><ul><ul><li>Over 25,000 page views of dedicated website </li></ul></ul><ul><ul><li>2,500 kits have been received by advisors </li></ul></ul><ul><ul><li>500,000 prospecting leads have been delivered </li></ul></ul>
  35. 35. Case study #2 How Matthews repositioned Asia <ul><ul><li>American investors too often view Asia as a go-go opportunity: high risk, high potential return, not for the faint of heart. </li></ul></ul><ul><ul><li>As the largest American fund complex investing exclusively in Asia, Matthews recognizes the long-term growth potential of Asian economies and markets. </li></ul></ul><ul><ul><li>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. </li></ul></ul>
  36. 36. Case study #2 How Matthews repositioned Asia Brand consolidation Old logos New logo
  37. 37. Case study #2 How Matthews repositioned Asia Investor education
  38. 38. Case study #2 How Matthews repositioned Asia Website
  39. 39. Case study #2 How Matthews repositioned Asia <ul><li>Weathering the Crisis: Asian Banks </li></ul><ul><li>“ 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.” </li></ul><ul><ul><li>Asia Insight, April 2009 </li></ul></ul>
  40. 40. Case study #3 How Sentinel put people front and center <ul><ul><li>A new leadership team rebuilt Sentinel Investments into a serious, institutional-style asset manager with well-defined products, disciplined processes and focused management teams. </li></ul></ul><ul><ul><li>It’s a good story — but not one that’s dramatically different from many other players in today’s industry. </li></ul></ul><ul><ul><li>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. </li></ul></ul>
  41. 41. Case study #3 How Sentinel put people front and center Brochure spreads
  42. 42. Case study #3 How Sentinel put people front and center Website
  43. 43. Case study #3 How Sentinel put people front and center Market commentary
  44. 44. Case study #4 How Wechsler wished you a quick recovery <ul><ul><li>Wechsler is a marketing agency that exclusively serves financial and professional services firms. Most of its clients were hit hard by the downturn. </li></ul></ul><ul><ul><li>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. </li></ul></ul>
  45. 45. Case study #4 How Wechsler wished you a quick recovery New campaign announcement
  46. 46. Case study #4 How Wechsler wished you a quick recovery Email newsletters
  47. 47. Dan’s rules of down-market branding Acknowledge reality 1 Share your wisdom 2 Know who you are 3
  48. 48. <ul><li>“ Dance with the one that brung ya” </li></ul>Wechsler Ross & Partners www.wechsler.com [email_address]

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