The Truth About Podcasts

Are podcasts still a thing? This cheap and easy communications channel was suddenly hot again last year, but it never really took off among asset managers. The podcast hype has since cooled, but that doesn’t mean that podcasts are over—or that marketers should ignore them. The New York Times’s Farhad Manjoo is still bullish on […]

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Your Brand Is Key, Says BCG

Yes, even in wealth advisory, it pays to have a well-defined brand. That’s the conclusion of Five Keys to Consistent Success in Wealth Management, a study based on data from over 200 global wealth advisory firms by The Boston Consulting Group. “A Differentiated Advisory Offering” was one of just five attributes separating winners from also-rans. As […]

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How Your Brain Sees Type

TFJ square-round-06

Ever notice that the tops of capital Os are often slightly higher than other capital letters? Or that the bottom points of Vs are usually lower? Typographers have known all along what research psychologists have begun revealing about our minds—that the brain has its own idea of what’s correct, despite what sound math, statistics, or […]

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When Great Marketing Goes Wrong

gorilla

As you watch this video, ask yourself: (If you’re over 50:) Which U.S. luggage maker is it advertising? (If you’re younger:) Is it a trained or a wild gorilla? OK, the banner gives it away, but most people who remember this commercial think it’s a Samsonite ad—including people like my wife, who actually owned luggage […]

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Three Things Your Logo Must Have

efhutton

When it comes to your logo, what really matters? For a truthful answer, ask a kid—specifically, a bright young woman (ht The Dish): You’d expect her to know Disney, Apple, McDonalds, maybe Nike. What’s really interesting is which logos she has begun to “genericize” or equate with the thing itself: Starbucks is coffee, Xbox is […]

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Winning the Battle for the Wealthy Investor

One container holds PCs. The rest are smartphones.

While working on business practice management program we’re creating for a NYC-based asset manager, I rediscovered this year-old study by Cisco IBSG. Money quote: “Wealth Under-50s have different needs and interaction preferences due to their higher use of—and comfort with—technology. And among all customer segments, they are the most interested in the kinds of new services […]

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Causeway positioning and collateral

Causeway-core-bro

Causeway launched a sharp new brand identity and website. But it still needed the words, images, and positioning that would communicate the firm’s unique blend of qualitative and quantitative analysis. We conducted on-site discovery sessions with Causeway’s senior management, portfolio managers, and sales/client services teams. Then we developed a collateral system that covers any possible […]

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Lazard Advisory Series

Lazard Advisory Series

As broker/dealers shift the burden of financial advisor education onto asset managers, Lazard Asset Management created its Advisory Series, covering capital markets, advisory skills, and practice management. We helped Lazard develop a number of the CE-credit courses in this series, from providing service excellence to branding and positioning.

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Thought leadership marketing

thought-leadership

One of the nation’s largest banks (and a longstanding client) asked us to develop a series of thought leadership pieces for its commercial real estate group. So far, we’ve produced white papers on the CRE landscape, the effect of the European debt crisis on U.S. CRE, and the affordable housing sector.  

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Morgan Stanley Choice

Morgan Stanley Choice Select

When Morgan Stanley needed to relaunch its Choice account for active traders, it turned to us for positioning and launch communications. We developed the tagline “Open for Trading,” directed the in-house design team, and created the entire menu of launch materials and web content for this product relaunch.  

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