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Who We Asked
We partnered with the Institutional Investor Institute to get a 360 degree view of
the role of branding in th...
Page 3
The 6 BIG Findings
The Four BIG Findings
/How Effective are You in
Differentiating Your Firm in
the Marketplace?1
Page 5
77%	
18%	
77%	
You believe you do a good job of differentiating yourselves in
the marketplace…
How strongly do you ...
Page 6
…but consultants and investors aren’t so convinced.
Do you agree or disagree with the below statement? “In general,...
Investors and consultants want a
clearer idea of what sets you apart.
Breaking through industry noise to
differentiate you...
/What Are the Key Drivers of
the Asset Managers Brand?
2
Page 9
Performance and stability are key drivers for all audiences.
To Investors and Consultants: Please rate the importan...
Page 10
But investment process plays a bigger role in selection than
you may realize.
To Investors and Consultants: Please...
Page 11
Consultants and investors are looking for transparency above all else,
followed closely by thought leadership and ...
Page 12
…but asset managers tend to emphasize responsiveness and legacy.
To Investors and Consultants: When evaluating or ...
Page 13
Do Asset Managers Have a Brand Gap?
desantisbreindel.com
Rather than asking investors to look in
the rearview mirror by talking legacy
and reputation, asset managers should
demons...
/Which Matters More:
Size or Depth?3
Does Size of the Firm Matter? Yes and No.
74%
18%
8%
Other = 8% depends on asset class
For equities, prefer boutique
52%43...
And in a match up bench strength vs. star power, bench
strength wins overwhelmingly.
To Asset Managers: Which best describ...
Bigger isn’t always better. Asset
managers need to identify the
preferences of their target investors and
communicate the ...
/What Are the Most Effective
Channels for Connecting with
Key Audiences?4
Blogs
Online/Digital Ads
Press
Print Advertising
Social Media
Firm Website
Sponsored Private Events
Thought Leadership
Tru...
Blogs
Online/Digital Ads
Press
Print Advertising
Social Media
Firm Website
Sponsored Private Events
Thought Leadership
Tru...
Blogs
Online/Digital Ads
Press
Print Advertising
Social Media
Firm Website
Sponsored Private Events
Thought Leadership
Tru...
Investors and consultants want in-
person connections. This may be the
best way to influence word of mouth.
Though it may ...
Determine if your brand is working.
•  Investors and consultants want a reason to believe
o  What makes you different … an...
Focus on what matters.
•  Live by performance, die by performance. Build a
brand around the future, not the past.
•  Find ...
Synchronize your marketing.
•  In our connected world, the conversation never ends
o  Everything must work together, from ...
Questions?
Get in touch.
Julie Brodsky
Managing Director
917.210.0242
brodsky@desantisbreindel.com
Branding and Asset Management: Research Findings
Branding and Asset Management: Research Findings
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Branding and Asset Management: Research Findings

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The Brand Influence Guide for Asset Management (BIG:AM) aimed to understand how effective asset managers are in communicating a differentiated value proposition to the marketplace, and if, and how, firms are leveraging brand to connect with the audiences most critical to their success. DeSantis Breindel, a B2B branding and marketing agency in NYC, partnered with the Institutional Investor Institute to get perspectives from asset managers, investment consultants and institutional investors. See more at: http://www.desantisbreindel.com/insights/branding-in-asset-management-new-research/

Published in: Marketing
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Branding and Asset Management: Research Findings

  1. 1. Who We Asked We partnered with the Institutional Investor Institute to get a 360 degree view of the role of branding in the asset management industry. desantisbreindel.com
  2. 2. Page 3 The 6 BIG Findings The Four BIG Findings
  3. 3. /How Effective are You in Differentiating Your Firm in the Marketplace?1
  4. 4. Page 5 77% 18% 77% You believe you do a good job of differentiating yourselves in the marketplace… How strongly do you agree or disagree w following statement: “In general, my firm is effective at communicating our differentiated value proposition?” (1 = strongly agree, 5 = strongly disagree) N=66 desantisbreindel.com
  5. 5. Page 6 …but consultants and investors aren’t so convinced. Do you agree or disagree with the below statement? “In general, asset management firms are effective at communicating a differentiated value proposition.” N=40 N=39 desantisbreindel.com
  6. 6. Investors and consultants want a clearer idea of what sets you apart. Breaking through industry noise to differentiate your value proposition is imperative – and challenging.
  7. 7. /What Are the Key Drivers of the Asset Managers Brand? 2
  8. 8. Page 9 Performance and stability are key drivers for all audiences. To Investors and Consultants: Please rate the importance of the following criteria in selecting an asset management firm. (1=not important, 5=critically important) To Asset Managers: How strongly would you agree that the following elements shape your firm’s brand? (1= strongly disagree, 5 = strongly agree) ASSET MANAGERS (n=66) INVESTMENT CONSULTANTS (n=39) INSTITUTIONAL INVESTORS (n=40) Reputation of firm Performance track record Investment process Performance track record Continuity and stability of team *Continuity and stability of team Continuity and stability of team Investment process *Performance track record Single investment approach Consistency of investment thesis *Risk management Risk management Risk management Reputation of firm *tied desantisbreindel.com
  9. 9. Page 10 But investment process plays a bigger role in selection than you may realize. To Investors and Consultants: Please rate the importance of the following criteria in selecting an asset management firm. (1=not important, 5=critically important) To Asset Managers: How strongly would you agree that the following elements shape your firm’s brand? (1= strongly disagree, 5 = strongly agree) ASSET MANAGERS (n=66) INVESTMENT CONSULTANTS (n=39) INSTITUTIONAL INVESTORS (n=40) Reputation of firm Performance track record Investment process Performance track record Continuity and stability of team *Continuity and stability of team Continuity and stability of team Investment process *Performance track record Single investment approach Consistency of investment thesis *Risk management Risk management Risk management Reputation of firm *tied desantisbreindel.com
  10. 10. Page 11 Consultants and investors are looking for transparency above all else, followed closely by thought leadership and analytical qualities… To Investors and Consultants: When evaluating or recommending an Asset Management firm, which qualities are most important? Please choose three. To Asset Managers: Which words or phrases best define your firm? Please choose three. ASSET MANAGERS (n=66) INVESTMENT CONSULTANTS (n=39) INSTITUTIONAL INVESTORS (n=40) Responsive/attentive Transparent Transparent Strong legacy Thought leader Thought leader Transparent Analytical Analytical Innovative Responsive/attentive Responsive/attentive Analytical Innovative Innovative Thought leader Strong legacy Cautious Cautious Flexible Strong legacy Flexible Cautious Flexible desantisbreindel.com
  11. 11. Page 12 …but asset managers tend to emphasize responsiveness and legacy. To Investors and Consultants: When evaluating or recommending an Asset Management firm, which qualities are most important? Please choose three. To Asset Managers: Which words or phrases best define your firm? Please choose three. ASSET MANAGERS (n=66) INVESTMENT CONSULTANTS (n=39) INSTITUTIONAL INVESTORS (n=40) Responsive/attentive Transparent Transparent Strong legacy Thought leader Thought leader Transparent Analytical Analytical Innovative Responsive/attentive Responsive/attentive Analytical Innovative Innovative Thought leader Strong legacy Cautious Cautious Flexible Strong legacy Flexible Cautious Flexible desantisbreindel.com
  12. 12. Page 13 Do Asset Managers Have a Brand Gap? desantisbreindel.com
  13. 13. Rather than asking investors to look in the rearview mirror by talking legacy and reputation, asset managers should demonstrate a future focus. Position transparency, process and thought leadership as reasons to believe in future performance.
  14. 14. /Which Matters More: Size or Depth?3
  15. 15. Does Size of the Firm Matter? Yes and No. 74% 18% 8% Other = 8% depends on asset class For equities, prefer boutique 52%43% 5% 63% 26% 11% desantisbreindel.com To Asset Managers: Which best describes the firm with whom Investors would prefer to work? To Investors & Consultants: Which would you prefer to work with or recommend?
  16. 16. And in a match up bench strength vs. star power, bench strength wins overwhelmingly. To Asset Managers: Which best describes the firm with whom Investors would prefer to work? To Investors & Consultants: Which would you prefer to work with or recommend? desantisbreindel.com Other = 27% depends on asset class, firm/strategy, well implemented consistent thesis, deep talent among small team
  17. 17. Bigger isn’t always better. Asset managers need to identify the preferences of their target investors and communicate the advantages of their AUM size. A focus on bench strength needs to complement, if not supplant, a reliance on star power.
  18. 18. /What Are the Most Effective Channels for Connecting with Key Audiences?4
  19. 19. Blogs Online/Digital Ads Press Print Advertising Social Media Firm Website Sponsored Private Events Thought Leadership Trusted 3rd Parties (i.e. consultants) Industry Events Word of Mouth Asset Managers Consultants Investors 1 3 5 Word of mouth rules. To Investors and Consultants: Which channels are most effective for acquiring info about AMs? To Asset Managers: How effective are channels for sharing info about your firm? desantisbreindel.com
  20. 20. Blogs Online/Digital Ads Press Print Advertising Social Media Firm Website Sponsored Private Events Thought Leadership Trusted 3rd Parties (i.e. consultants) Industry Events Word of Mouth Asset Managers Consultants Investors 1 3 5 Investors seek in-person contact more then asset managers may realize. To Investors and Consultants: Which channels are most effective for acquiring info about AMs? To Asset Managers: How effective are channels for sharing info about your firm? desantisbreindel.com
  21. 21. Blogs Online/Digital Ads Press Print Advertising Social Media Firm Website Sponsored Private Events Thought Leadership Trusted 3rd Parties (i.e. consultants) Industry Events Word of Mouth Asset Managers Consultants Investors 1 3 5 Asset managers may over emphasize the influence of their websites. To Investors and Consultants: Which channels are most effective for acquiring info about AMs? To Asset Managers: How effective are channels for sharing info about your firm? desantisbreindel.com
  22. 22. Investors and consultants want in- person connections. This may be the best way to influence word of mouth. Though it may not be the most influential channel, every prospective client will visit your website before meeting you – so your digital footprint needs to support your overall message.
  23. 23. Determine if your brand is working. •  Investors and consultants want a reason to believe o  What makes you different … and better? •  There’s no single brand or message o  Find out how you can stand out •  Talk to your clients and prospects o  Is your message getting through? o  Is it the right message? desantisbreindel.com
  24. 24. Focus on what matters. •  Live by performance, die by performance. Build a brand around the future, not the past. •  Find a way to communicate your process that makes it easy to understand and differentiates you from others. •  Test your value proposition o  Make sure it resonates with your most important audiences desantisbreindel.com
  25. 25. Synchronize your marketing. •  In our connected world, the conversation never ends o  Everything must work together, from your website to presentations to your events. •  Make sure your brand and messages offer prospects the opportunity to acquire the knowledge they need, when they need it, at the touchpoints where they most want it. desantisbreindel.com
  26. 26. Questions? Get in touch. Julie Brodsky Managing Director 917.210.0242 brodsky@desantisbreindel.com

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