Don’t just stand for something, stand against your competitors

I’ve been a fan of Mark Ritson for a while – I think the way he writes is fantastic – but this article really resonated with me.

I’ve often wondered why we seem to avoid taking on the competition directly in our industry when it comes to marketing, or frankly even referencing them at all (understandable compliance concerns aside) at such an interesting time for the sector.  As passive providers continue to swallow up assets, fee pressure builds, and consolidation remains a major factor in building scale, differentiation become ever more important in order to build relationships with investors and protect assets.

Understanding investor objectives is undoubtedly crucial for asset managers, but as Mark points out, using competitors as a positioning tool can be extremely powerful. Direct comparison makes for a more tangible message and helps articulate what your brand stands for.

So, here’s to calling out our competitors (I’m looking at you, Larry Fink).

 

Read the full article here: https://www.marketingweek.com/2018/09/05/mark-ritson-positioning-versus-about/

I’ve been a fan of Mark Ritson for a while – I think the way he writes is fantastic – but this article really resonated with me. I’ve often wondered why we seem to avoid taking on the competition directly in our industry when it comes to marketing, or frankly even referencing them at all…

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