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Content development | Tim Toscano
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I help build and create strong brands, solve communication problems and deliver memorable marketing. Category Archives: Content development. July 15, 2013. Brand and content strategy. Protected: Ad copy for a brand campaign. This content is password protected. To view it please enter your password below:. June 11, 2013. Brand and content strategy. Protected: Strategy and messaging for a global recruiting campaign. This content is password protected. To view it please enter your password below:. Scouring ...
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Wechsler Elevator Paper | Ten things we learned on our listening tour
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8220;We're now in the conversation, at the table, making decisions about how to proceed.”. When investment firms were minting profits, marketing was seen as a luxury. No longer. In today’s tougher environment, strong brands and effective communications are viewed as strategic business assets. 8220;We’re moving away from the idea of brand-as-promotion to the idea of brand as a set of touchpoints and experiences.”. 8220;No longer can you just throw out the ten-page white paper that serves the high-end and ...
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Wechsler Elevator Paper | Investment brands are different
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By and large, they're not marketed directly to consumers. But they don't behave like business-to-business brands, either. The investment business has a unique brand model. Its audience is a hybrid of professional buyers and end-consumers. Professional buyers are generally intermediaries of one sort or another, such as financial advisors or plan sponsors. End-consumers range from retail investors to plan participants to high net worth clients. Whether you're providing advice or selling a product, your cli...
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Wechsler : Marketing Alternatives to Mainstream Investors
http://elevatorpaper.wechslerwork.com/paper3/paper.html
Liquid alts are surging. 390 alternative mutual funds and ETFs. 111b in assets under management. 299b in 2012 net flows. Source: Morningstar, as of 1/31/13. You're starting at brand zero. Remember tablets before the iPad? Neither does anyone else. The market for liquid alts is at a similarly early stage. It's still a Wild West marketplace; anyone can stake out a claim. Tomorrow's leaders may not even be launched yet. Chances are there's an attractive niche you can own. Searching for higher yields? Fear S...
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Wechsler : Elevator Papers
http://elevatorpaper.wechslerwork.com/paper4/paper.html
Marketing tips for private investment funds. Thanks to the JOBS Act, hedge and private equity funds are now allowed to advertise. But as you know, you can't just throw out an ad and watch the world beat a path to your door. Fortunately, private investment marketers can benefit from the hard-earned lessons of other investment brands. Here are a few things we've learned over the years. Congratulations, you've got a hedge fund. So do 11,000 other people. Great performance? Show your human side. You're not j...
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