3. When I say BRANDING
and HEDGE FUND in the same sentence,
what are your first impressions?
Poll:
4. Brand is the sum of all information
about a product, service, or
company that is conveyed through
communications and experience…
…creating an associative and
emotional relationship between
that entity and its stakeholders
6. Brand is the cohesive story
of the smart decisions
you make to maximize
value for stakeholders
Strategy
Track record
Brand Vision
Philosophy
Personality
Values
Reputation
+
+
+
+
+
+
7. Brand is rational
and emotional
“Brand can drive future sales
growth, pricing power and profit
margins - strong brand translates
into solid future EPS growth
“I’ve always
just been
a Nike person”
“Brand is an intangible asset, but
it does have value and can be
measured even though it’s not on
the balance sheet”
“I would rather feel
bad in Maine then
good anywhere else
in the world”
“Wherever you go, there
are three icons that
everyone knows: Jesus
Christ, Pele and Coca-
Cola”
“Companies that have a brand,
and are able to monetize that
brand, are tremendously
profitable”
RATIONAL EMOTIONAL
8. Having a brand matters to
your firm because you
need to be trusted
It is hard to sell trust directly;
your brand can be that container to
build the components of trust
9. Trust
/trəst/
Noun
Firm belief in the capability, reliability, and truth
in someone or something
Synonyms: confidence, belief, faith, certainty, assurance,
conviction, credence, reliance
11. How can a strong BRAND
HELP your business?
Poll:
12. Strong brands generate
greater demand
Share
Price
share
$
Unbranded
curve
Branded
curve
In 2011,
35% of U.S.
consumers polled
said they would
pre-order the
iPhone 5…
sight and price
unseen
BRAND
EQUITY
MODEL OUTCOME
13. Funds at any stage, are
chasing demand so they can
execute their strategy
Growing
Proven
Established
Size (AUM) < $500M
Strategic priority:
Sourcing investors
FUND STAGE
Size (AUM) $500M - $1B
Strategic priority:
Closing funds to
new investors
DEMAND
TRUST
Size (AUM) > $1B
Strategic priority:
Seeding additional funds
14. Brand is the conduit between
trust and demand for funds
at any stage
Growing
Proven
Established
Size (AUM) < $500M
Strategic priority:
Sourcing investors
FUND STAGE
Size (AUM) $500M - $1B
Strategic priority:
Closing funds to
new investors
DEMAND
TRUST
Size (AUM) > $1B
Strategic priority:
Seeding additional funds
15. Brands tell a compelling story
about a fund’s capabilities,
reliability, and truth
Proving track
record of success
Reaffirming
reliability
Expanding influence
through thought
leadership
Communicating
truth
Establishing credibility
through pedigree and
unique philosophy
Defining
capabilities
STRATEGIC
PRIORITY
ROLE OF
THE BRAND
DEMAND
DRIVING
OUTCOME
Closing funds to
new investors
Seeding
additional funds
Sourcing
investors
16. Proprietary and confidential. Do not distribute.
BECOMING
THE
UNCARRIER...
…unlocking
demand to drive
$1BN in revenue
20. Customer Obsessed Pervasive Innovation
Ruthlessly Pragmatic Distinctively Inspired
…and depend on four
primary objectives
21. Prophet Project Proposal 21
Proprietary and confidential. Do not distribute.
First, having the discipline to stay
customer obsessed like none other
in their category. This doesn’t mean
simply conducting research. It
means tirelessly working to
creatively uncover breakthrough
insights that give rise to fresh, new
ideas for how, where, and when to
engage and win with customers.
Customer Obsessed
22. Prophet Project Proposal 22
Proprietary and confidential. Do not distribute.
hgal
Second, continually practicing
pervasive innovation. This is a
philosophy of being nimble and
responsive in creating opportunities
for authentic engagement, and of
delighting customers at every turn.
Whether it is with new offerings,
content, channels, experiences, or
business models, brands that
constantly give customers fresh,
novel, better ways to interact and
engage will win.
Pervasive Innovation
23. Prophet Project Proposal 23
Proprietary and confidential. Do not distribute.
Third, being ruthlessly pragmatic in
how the brand can support the
business strategy, and how it is
brought to life in practice. This
requires clear alignment around the
brand’s role in driving business
growth and a practical approach to
ensure new proof points to activate
the brand positioning.
Ruthlessly Pragmatic
24. Prophet Project Proposal 24
Proprietary and confidential. Do not distribute.
But all this has to be built on the
brand being distinctively inspired in
its promise and ambition. The brand
has to be supported and pushed by
employees’ energy and talent –
they need to feel that they own it.
Distinctively Inspired
25. MAKING ROOM
ON THE STRIP...
…in a saturated
market with a
difficult operating
environment
28. Brand can be the tool that unlocks the
opportunity that lies in the tensions you face
Transparency
vs.
Mystery
Differentiated
vs.
Dependable
Human
vs.
Machine
