Brand Perception

Perception Vs. Reality

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Jared F. Baucom

Jared F. Baucom

Managing Director, Global Sales & Marketing

How do your clients and partners view your brand?

Brand perception is entrenched in fund selectors’ decision-making. Asset managers can make progress if they emphasize the competitive differentiators of their value proposition when building their brand. Those whose names become synonymous with investing, particularly among new savers, will have the best opportunities to win new business.

Asset Managers' Marketing Strategy Priorities Over the Next 12 Months, 2020

EMSO exhibit 2.11

Build Your Brand

Partnerships

Forming partnerships with distributors is becoming an important way to enable new sales. Cerulli’s research shows that this approach is especially crucial in Germany and the U.K., where respectively 56% and 54% of the managers we surveyed said that forming partnerships is significantly more important than it was three years ago.

Thought Leadership

Almost half (49%) of the asset managers Cerulli surveyed plan to increase their production of thought leadership content for institutional investors over the next two years and 47% plan to increase their production of such content for investment consultants. Thought leadership also allows managers to differentiate their brand and story. Investors grow weary of absorbing the same material from multiple sources and want something that can bridge the gap between current and new ways of thinking.

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Content is not a one-size-fits-all

Choosing the right format remains the best way to make thought leadership easily accessible and content must be insightful and appropriate. Managers should tailor their thought leadership content for specific audiences—different channels have different needs and investors are increasingly selective about what content they consume.

Asset Managers' Preferred Content Strategies for Thought Leadership Production, 2020

Channel Amplification

Instagram and YouTube are the mainstream social media platforms least used by the fund industry. According to our research, 37% of managers leverage these platforms less than once per week (see Exhibit 3.04). However, both of these platforms have the potential to help asset managers build their brand awareness among new and younger audiences that are yet to invest or join the fund industry.

Frequency of Asset Managers' Use of Social Media, 2020

EMSO exhibit 3.04


Strengthen Your Market Position

Let Cerulli help you build a stronger market position in 2021 and beyond. Explore your brand’s perception, assess how much your prospects and clients know about your service offering, and evaluate what they want from asset manager partnerships.

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Wealth Management

Subject Matter Experts

Bing Waldert

Bing Waldert

Managing Director, U.S. Research

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Bing Waldert

Bing Waldert

Managing Director, U.S. Research

Bing Waldert leads Cerulli’s U.S. Research team comprising seven research practices that cover all elements of the U.S. asset management, wealth management, and retirement markets. He has authored Cerulli reports on the wealth management industry, high-net-worth market, the annuity industry, and retirement markets. He is a frequent board-level and C-suite speaker and well-regarded industry thought leader. He has spoken in front of the Investment Company Institute (ICI), the Asset Management Association of China (AMAC), the Investments and Wealth Institute (IWI), and the Money Management Institute (MMI).

He has worked on client projects on emerging manager expansion strategies, independent registered investment advisors (RIAs), multi-family offices (MFOs), investment platforms, and the outsourced chief investment officer (OCIO) industry. In addition, he has advised multiple private equity firms on acquisitions in the wealth management space.

Full biography here.

Tom O'Shea, CFA

Tom O'Shea, CFA

Director

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Tom O'Shea, CFA

Tom O'Shea, CFA

Director

Tom has over 20 years of experience in the financial services industry. Prior to joining Cerulli, Tom was an Investment Product Manager at Fidelity’s Global Asset Allocation Division, where he played a leadership role in the ongoing development of Fidelity Personalized Portfolios, Fidelity’s Unified Managed Account (UMA) for retail customers. He also led the investment managers in creating the Breckenridge Municipal Portfolio, Fidelity’s first separate account for consumers managed by a third party. Before working on the retail side of Fidelity, Tom built and led the team that developed Fidelity’s Separate Account Network for registered investment advisors (RIAs), and his group partnered with a third party wrap sponsor to create Managed Account Resources, a UMA platform for RIAs.

Tom began his career in high tech, working in sales, business development, and product management at a number of software firms, including Lotus Development Corporation.

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Brendan Powers, CFA

Brendan Powers, CFA

Associate Director

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Brendan Powers, CFA

Brendan Powers, CFA

Associate Director

Brendan is a member of Cerulli’s Product Development practice, which focuses on trends related to asset managers’ product development and management functions. This broadly includes assessing the opportunity for product development, evaluating emerging product trends, and understanding distribution and product positioning for investment products across retail and institutional channels.

Prior to joining Cerulli, Brendan worked as a Senior Client Associate at Eaton Vance Management, focusing primarily on the firm’s exchange funds.

Full biography here.

Daniil Shapiro, CFA

Daniil Shapiro, CFA

Associate Director

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Daniil Shapiro, CFA

Daniil Shapiro, CFA

Associate Director

Daniil is part of Cerulli’s Product Development practice, where he works on the identification, analysis, and reporting of asset management industry trends with a focus on exchange-traded funds (ETFs) and alternative investments.

Prior to joining Cerulli Associates, Daniil was part of the Product Management and Business Intelligence teams with the MainStay Funds, part of New York Life Investment Management. At MainStay, Daniil supported sales efforts via fund and ETF competitive analysis, product research, and development of marketing materials, as well as performance reporting. Before New York Life, Daniil was part of the risk management practice at Accenture, and held risk and compliance roles at HSBC’s investment bank.

Full biography here.

Scott Smith

Scott Smith

Director

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Scott Smith

Scott Smith

Director

With more than 20 years of financial services industry experience, Scott leads Cerulli’s research efforts focused on investor behavior and advisory relationships. In his time at Cerulli, he has authored more than two dozen in-depth reports on topics ranging from wholesale distribution to digital advice platforms. His research helps Cerulli’s clients understand how to optimize their platforms given the evolving demand for financial advice.

Scott started his career wearing a headset at Putnam Investments’ service center in 1996, before moving to more strategic roles at MFS Investment Management starting in 2000, and then to Cerulli in 2007. In addition, he currently serves as member of the CFP Board’s Digital Advice Working Group, and as a judge for the wealthmanagement.com Industry Awards.

Full biography here.

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