Tag Archives: Branding


What We Learned About Fund Marketing in 2017

The following is a rapid-fire account of what we learned about fund marketing in 2017. We hope it helps inform your efforts in 2018. In no particular order: There is the general sentiment that things are changing.   Value is attached to marketing technology. (Managers are beginning to realize that the awkward use of a CRM system is suboptimal.)   […]

The Single-Malt Hedge Fund

Combining a Great Strategy with a Strong Brand There’s a high concentration of Scotch distilleries in Scotland: over 100 fully-licensed operations on an island with a population of < 5.5M people. To put it in perspective, there are more Scotch whisky distilleries than there are McDonald’s outlets in Scotland. On top of that, there are plenty more start-up distilleries entering […]

What The Marketing Books Don’t Say…

To begin, you need to be prepared to relinquish some control. Nothing happens without the social participation, and you will surely encounter opinions that differ from your own. You can’t control this. People will say offensive, negative and inaccurate things. Don’t respond. You can’t win. If you make a mistake, respond immediately, and be respectful. In a way, brands are […]

A 9 Step Guide On How To Be Creative

  An objective approach to creativity, an oxymoron… perhaps. And I don’t deny that some people are more creative than other people. That said, when you run a marketing firm you are perpetually encountering moments where you need to be “creative.”  Unfortunately, you don’t bolt up from a dead sleep with the inklings of an idea like Nike’s “Just Do […]

Brand Over Performance

  Hedge funds and PE funds need to position their brand in front of their performance…   Hear me out.   This is what the landscape looks like today:   Service Providers         Brand         Pedigree         Performance Less important ————————————— Really Important   This is what I think it should look like:   Service […]

Jo The Plumber

Josephine was an overachieving entrepreneur, but unless you knew her, she just appeared to be an average lady living in Ohio and chasing the American Dream. Her best friends knew her better as ‘Jo’. And if there was a claim to fame for Jo, it was her strong belief in the value of expert advice. Whenever she had a complex […]