Branding and Asset Management: Research Findings

Who We Asked
We partnered with the Institutional Investor Institute to get a 360 degree view of
the role of branding in the asset management industry.
desantisbreindel.com

The 6 BIG Findings
The Four BIG Findings

/How Effective are You in
Differentiating Your Firm in
the Marketplace?1

77%
18%
77%
You believe you do a good job of differentiating yourselves in
the marketplace…
How strongly do you agree or disagree w following statement: “In general, my firm is effective at
communicating our differentiated value proposition?” (1 = strongly agree, 5 = strongly disagree)
N=66

…but consultants and investors aren’t so convinced.
Do you agree or disagree with the below statement? “In general, asset management firms are
effective at communicating a differentiated value proposition.”
N=40 N=39

Investors and consultants want a
clearer idea of what sets you apart.
Breaking through industry noise to
differentiate your value proposition is
imperative – and challenging.

/What Are the Key Drivers of
the Asset Managers Brand?
2

Performance and stability are key drivers for all audiences.
To Investors and Consultants: Please rate the importance of the following criteria in selecting an asset
management firm. (1=not important, 5=critically important)
To Asset Managers: How strongly would you agree that the following elements shape your firm’s brand?
(1= strongly disagree, 5 = strongly agree)
ASSET MANAGERS
(n=66)
INVESTMENT CONSULTANTS
(n=39)
INSTITUTIONAL INVESTORS
(n=40)
Reputation of firm Performance track record Investment process
Performance track record Continuity and stability of team *Continuity and stability of team
Continuity and stability of team Investment process *Performance track record
Single investment approach Consistency of investment thesis *Risk management
Risk management Risk management Reputation of firm
*tied

But investment process plays a bigger role in selection than
you may realize.
To Investors and Consultants: Please rate the importance of the following criteria in selecting an asset
management firm. (1=not important, 5=critically important)
To Asset Managers: How strongly would you agree that the following elements shape your firm’s brand?
(1= strongly disagree, 5 = strongly agree)
ASSET MANAGERS
(n=66)
(n=39)
(n=40)
Reputation of firm Performance track record Investment process
Performance track record Continuity and stability of team *Continuity and stability of team
Continuity and stability of team Investment process *Performance track record
Single investment approach Consistency of investment thesis *Risk management
Risk management Risk management Reputation of firm
*tied

Consultants and investors are looking for transparency above all else,
followed closely by thought leadership and analytical qualities…
To Investors and Consultants: When evaluating or recommending an Asset Management firm, which
qualities are most important? Please choose three.
To Asset Managers: Which words or phrases best define your firm? Please choose three.
ASSET MANAGERS
(n=66)
(n=39)
(n=40)
Responsive/attentive Transparent Transparent
Strong legacy Thought leader Thought leader
Transparent Analytical Analytical
Innovative Responsive/attentive Responsive/attentive
Analytical Innovative Innovative
Thought leader Strong legacy Cautious
Cautious Flexible Strong legacy
Flexible Cautious Flexible

…but asset managers tend to emphasize responsiveness and legacy.
To Investors and Consultants: When evaluating or recommending an Asset Management firm, which qualities are most
important? Please choose three.
To Asset Managers: Which words or phrases best define your firm? Please choose three.
ASSET MANAGERS
(n=66)
(n=39)
(n=40)
Responsive/attentive Transparent Transparent
Strong legacy Thought leader Thought leader
Transparent Analytical Analytical
Innovative Responsive/attentive Responsive/attentive
Analytical Innovative Innovative
Thought leader Strong legacy Cautious
Cautious Flexible Strong legacy
Flexible Cautious Flexible

Do Asset Managers Have a Brand Gap?

Rather than asking investors to look in
the rearview mirror by talking legacy
and reputation, asset managers should
demonstrate a future focus.
Position transparency, process and
thought leadership as reasons to
believe in future performance.

/Which Matters More:
Size or Depth?3

Does Size of the Firm Matter? Yes and No.
74%
18%
8%
Other = 8% depends on asset class
For equities, prefer boutique
52%43%
5%
63%
26%
11%
To Asset Managers: Which best describes the firm with whom Investors would prefer to work?
To Investors & Consultants: Which would you prefer to work with or recommend?

And in a match up bench strength vs. star power, bench
strength wins overwhelmingly.
To Asset Managers: Which best describes the firm with whom Investors would prefer to work?
To Investors & Consultants: Which would you prefer to work with or recommend?
Other = 27% depends on asset class,
firm/strategy, well implemented
consistent thesis, deep talent among
small team

Bigger isn’t always better. Asset
managers need to identify the
preferences of their target investors and
communicate the advantages of their
AUM size.
A focus on bench strength needs to
complement, if not supplant, a reliance
on star power.

/What Are the Most Effective
Channels for Connecting with
Key Audiences?4

Blogs
Online/Digital Ads
Press
Print Advertising
Social Media
Firm Website
Sponsored Private Events
Thought Leadership
Trusted 3rd Parties (i.e. consultants)
Industry Events
Word of Mouth
Asset Managers Consultants Investors
1 3 5
Word of mouth rules.
To Investors and Consultants: Which channels are most effective for acquiring info about AMs?
To Asset Managers: How effective are channels for sharing info about your firm?

Blogs
Online/Digital Ads
Press
Print Advertising
Social Media
Firm Website
Thought Leadership
Industry Events
Word of Mouth
1 3 5
Investors seek in-person contact more then asset managers
may realize.

Blogs
Online/Digital Ads
Press
Print Advertising
Social Media
Firm Website
Thought Leadership
Industry Events
Word of Mouth
1 3 5
Asset managers may over emphasize the influence of their
websites.

Investors and consultants want in-
person connections. This may be the
best way to influence word of mouth.
Though it may not be the most
influential channel, every prospective
client will visit your website before
meeting you – so your digital
footprint needs to support your
overall message.

Determine if your brand is working.
•  Investors and consultants want a reason to believe
o  What makes you different … and better?
•  There’s no single brand or message
o  Find out how you can stand out
•  Talk to your clients and prospects
o  Is your message getting through?
o  Is it the right message?

Focus on what matters.
•  Live by performance, die by performance. Build a
brand around the future, not the past.
•  Find a way to communicate your process that makes
it easy to understand and differentiates you from
others.
•  Test your value proposition
o  Make sure it resonates with your most important audiences

Synchronize your marketing.
•  In our connected world, the conversation never ends
o  Everything must work together, from your website to presentations
to your events.
•  Make sure your brand and messages offer prospects
the opportunity to acquire the knowledge they need,
when they need it, at the touchpoints where they most
want it.

Questions?
Get in touch.
Julie Brodsky
Managing Director
917.210.0242
brodsky@desantisbreindel.com

Branding and Asset Management: Research Findings

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