I have been keenly observing the marketing prowess of asset
managers for some time now. Generally, I am watching what happens
and thinking about ways managers can alter their approach to
improve the results. One thing always stands out, the more aligned
a team's brand messaging, the more effective their
marketing.
In writing this, my goal is not to unearth some lost marketing
folklore that all can immediately implement to triple AUM, or raise
a larger fund. The value of aligning around brand messaging seems
like such an elementary principle to embrace. Yet, in practice, in
this industry, most teams are not aligned.
The reason, their stories are complex. This isn't a
"Just Do It" type of industry. It is hard to distill a
story down to a single tag line. Yet, it is certainly well within
the realm of possibility to distill a story down to two or three
core pillars. If you take the time to do this, build language ahead
of rhetoric, and then get buy in from your
