How effective are asset managers in communicating a differentiated value proposition? What are the key drivers of the asset management brand? And what are the most effective channels for connecting with key audiences? These are some of the questions we set out to answer in the Brand Influence Guide for Asset Management (BIG: AM). To do so, we partnered with the Institutional Investor Institute to get perspectives from asset managers, investment consultants and institutional investors.
One of the most interesting insights we found was a gap between what asset managers emphasize about themselves – responsiveness and legacy – and what investment consultants and institutional investors are looking for – transparency, thought leadership and analytical qualities – when evaluating, and ultimately, choosing an asset manager. Rather than asking investors to look in the rearview mirror by talking about legacy and reputation, BIG:AM suggests that asset managers should demonstrate a future focus.
Check out the highlights in the infographic below:
Last week we had the pleasure of participating in Institutional Investor Institute’s 2015 III Senior Delegates Roundtable, an event that brought together senior executives from over 100 institutional asset management firms to discuss the outlook for the financial industry and how best to manage the sales, marketing and distribution functions of their businesses.
Finding a unique brand position in a field as crowded and competitive as asset management isn’t easy. It’s tempting to fall back on safe ideas and tired claims. But in today’s financial climate, there’s nothing “safe” about an undifferentiated brand. This whitepaper examines best practices for creating a distinctive and compelling brand position in asset management.
What will asset management look like in five years? With business and technology becoming global at a more rapid pace than ever before, this is an increasingly ominous question. PwC, in a recent report titled “Asset Management 2020: A Brave New World,” put forth their predictions after two years of research. With our particular interest…