Down Market Branding by Dan Ross

Down-Market Branding“Dance With the One That Brung Ya”

Dan RossWechsler Ross & PartnersMay 19, 2009

How we used to talk about mutual funds

What’s a mutual

fund?

• Convenience

• Diversification

• Professionalmanagement

What’sa mutual

fund


Performance• Peter Lynch

• #1 performers

What’sa mutual

fundPerformance


Asset allocation

• Stocks

• Bonds

• Cash

What’sa mutual

fundPerformance

Assetallocation


Styleboxes

• Small caps

• Growth/value

• International

What’sa mutual

fundPerformance

Assetallocation

Styleboxes


Exoticassets

• Emerging markets

• REITs

• Commodities

What’sa mutual

fundPerformance

Assetallocation

Styleboxes

Exoticassets


Newinstruments

• ETFs

• SMAs

• Alternatives

What’sa mutual

fundPerformance

Assetallocation

Styleboxes

Exoticassets

Newinstruments

The new mutual fund conversation

“When to fire your fund manager”—Market Watch


“81% of Americans agreed that the financial crisis poses ‘a greater threat to the quality of my life’ than does the threat of terrorism.”—Science Daily


“What starts with ‘f,’ ends with ‘k’ and means ‘screw your workers?’”

“That’s right – 401(k).”—Mother Jones

In times like these:

How do you talk to investors?

How do you talk to intermediaries?

How do you manage your brand?

“If you’re going through hell…keep going.”—Winston Churchill

[Hat tip: Ariel Investments]

“Stick to your guns”

“March off a cliff”

≠

Dan’s rules of down-market branding

1 Acknowledge reality

2 Share your wisdom

3 Know who you are

Does American Funds get it?

“We believe it is critically important to learn the right lessons from the past year. In addition, the market’s decline has strengthened our commitment to the cornerstones of our investment process — fundamental, global research and investing for the long term.”—Perspectives: April 19, 2009


Five ways to handle the volatility of the financial markets:

Try to stay calm and get professional advice.

Maintain a diversified investment portfolio.

Invest regularly — in good and bad times.

Invest for income.

Avoid jumping in and out of the market.

www.americanfunds.com


Is this any different from what they were saying before?

Does this tell you anything you haven’t heard a million times?

If you followed their advice in the past, how much money would you have lost?



2 Share your wisdom

3 Know who you are

What fund brands stand for

Investmentmanagement

Knowledge

Bill Gross on the future of investing

“The title of this Outlook, ‘The Future of Investing,’ is a theme that will take the evolving years to resolve, let alone the next few days. Still, PIMCO is an organization that loves a challenge.”

David Brownlee on personal opinions



2 Share your wisdom

3 Know who you are

Case study #1 How LPL helped advisors put clients first

LPL Financial is America’s largest broker/dealer for independent advisors. To help advisors attract new assets during the market slowdown, it wanted to offer them a new client contact program.

Wechsler created a program that leveraged LPL’s brand positioning of “independence,” reinforced its brand values, and reminded advisors why they went independent in the first place.


Housing kit


Program overview


Program brochures

Case study #1How LPL helped advisors put clients first

Program website


Ad slicks


Results

Over 2,700 unique advisor logins

Over 25,000 page views of dedicated website

2,500 kits have been received by advisors

500,000 prospecting leads have been delivered

Case study #2How Matthews repositioned Asia

American investors too often view Asia as a go-go opportunity: high risk, high potential return, not for the faint of heart.

As the largest American fund complex investing exclusively in Asia, Matthews recognizes the long-term growth potential of Asian economies and markets.

Even before the downturn, it tried to educate investors about Asia’s true potential. Ironically, the downturn has provided an opportunity for Matthews to get its message across to newly receptive investors.


Brand consolidation

Oldlogos

Newlogo


Investor education


Website


Weathering the Crisis: Asian Banks

“As history will write, 2008 will be remembered as one of the darkest chapters for banks and financial institutions across the globe, from America to Africa.… Yet, Asia remains one place in the world where the financial systems, though underdeveloped compared to the West, are nevertheless relatively intact and are better able to support future growth in wealth and living standards.”— Asia Insight, April 2009

Case study #3How Sentinel put people front and center

A new leadership team rebuilt Sentinel Investments into a serious, institutional-style asset manager with well-defined products, disciplined processes and focused management teams.

It’s a good story — but not one that’s dramatically different from many other players in today’s industry.

Because the idea of teams is not as interesting as the people on them, Wechsler helped Sentinel bring its story to life by putting those people at the heart of its communications.


Brochure spreads


Website


Market commentary

Case study #4How Wechsler wished you a quick recovery

Wechsler is a marketing agency that exclusively serves financial and professional services firms. Most of its clients were hit hard by the downturn.

Recognizing that its brand represents a unique mix of creativity and industry knowledge, Wechsler addressed the market slowdown head-on with an offbeat “industry insider” approach.


New campaign announcement


Email newsletters



2 Share your wisdom

3 Know who you are

“Dance with the one that brung ya”

Wechsler Ross & [email protected]

Down Market Branding by Dan Ross

Economy & Finance

Transcript of Down Market Branding by Dan Ross