Most industries have their own codes, habits and language. A successful marketing approach in any of them must take full account of these particularities. Financial management is an example and the focus of this discussion. In fact, the work is twice as hard because the marketing effort must take place at two levels: inside the…
Discover the sixth edition of the Hirschel & Kramer Responsible Investment Brand Index. It reviews 600 worldwide asset managers, with a view to evaluate how actual commitment to Responsible Investment connects with the brand architecture.
To learn more: www.ri-brandindex.org
From the lacklustre performance of green funds, regulatory changes, political debates around ESG in the US to the cacophony of rating agencies: responsible investing is increasingly like navigating a maze. Trying to find your way by changing direction every time you hit a wall, yet knowing fully well that the only way out is going…
Is your fleet ready? An asset manager’s product range review is crucial to ensure that all products are aligned with the company’s strategy, its profitability targets, its marketing objectives, and are optimal from a risk-management perspective (operational, regulatory, reputational, and ESG). In this article, we outline the issues covered by a product range review and…
I recently attended a conference on ESG. I was impressed by the passion, expertise, and commitment of the speakers. However, I was disturbed by the extent to which they made themselves unapproachable: an endless succession of jargon, acronyms, United Nations Sustainable Development Goals presented with their numbers, assuming that the audience knew the corresponding theme…
Lessons learned from analysing value systems of 500 asset managers worldwide. Would you be impressed by a doctor telling you that he is professional, focused on you, that he will cure you with integrity and that you should trust him? Probably not. These are what we call ‘hygiene’ factors. Differentiation works on an entirely separate…
