Tag Archives: Marketing


The Great Contradiction

  Asset managers tend to be quite disparaging when it comes to marketing. Because it is all about relationships, right? Not exactly…   WHY DOES AN ALLOCATOR FAVOR CONNECTING WITH THOSE HE OR SHE KNOWS AND TRUSTS?   It’s much the same reason that any of us favor a known entity. We extrapolate forward, believing that the next exchange will […]

10 Common Mistakes That Make Smart Investment Managers Look Naive – Part I

If managers are so bent on being perceived as “contrarian,” why do they insist on communicating their message in such conformist ways? How do you think Apple would look like today if Steve Wozniak ran oversaw marketing instead of Steve Jobs? What do you think would happen to Crest toothpaste sales if Procter & Gamble decided to turn product branding […]

2017: The Year Fund Marketing Gets Bold

WHILE INVESTMENT STRATEGIES IN THE ALTERNATIVES SPACE HAVE ALWAYS BEEN SOPHISTICATED, MARKETING STRATEGIES HAVE NEVER BEEN.   However, modern marketing is starting to be embraced by fund managers and is beginning to gain momentum by following the lead set years ago by every other industry.   We believe this industry has hit an inflection point. 2017 will be the year […]

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 […]

The Formula For Generating Marketing Power

MARKETING POWER – THE ABILITY TO ACHIEVE THE DESIRED RESULTS YOU WANT THROUGH MARKETING.   There is a formula:   Relationships + Audience + Awareness + Technology = Marketing Power     RELATIONSHIPS   I recognize that relationships are hugely important, simply note that you very rarely accomplish all you want to accomplish leveraging relationships alone.  And I bet everyone […]

Golf: The Ultimate Hedge Fund Marketing Tool…But for a Totally Different Reason Than You May Think

My partner, Kyle Dunn, nearly convinced Sam Elliott’s agent to have Sam do the voice-over for a hedge fund video we produced. His resonant and recognizable voice was ideal to convey the message of an off-Wall Street, thoughtful and independent-minded manager.   Of course, we could have just written a marketing deck that says, “…we are an off-Wall Street, thoughtful […]

Hedge Funds & PE Funds: Create Some Tension

    There is a huge swath of people within the alternative investment community that will look at the design of the page above and have an aneurysm.  And it is for that very reason that most of the marketing within our industry is lackluster at best.   This is how the conversation between a manager and a creative director […]

SEC Exam Focus – Alternative Investment Companies

Dear Friends, As the SEC stated in its Examination Priorities for 2015, the OCIE will focus on alternative investment companies and never before examined investment companies, covering, but not limited to, the following areas: Leverage, Liquidity and Valuation Policies and Practices; Internal Controls: Compliance Personnel, Staffing, Funding, and Empowerment of Boards; and Marketing Funds to Investors. In response, we are […]