Finding out what you need to know in order to have a proper marketing strategy is not easy or cheap, but I can pretty much guarantee that what's far more ...
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If your Brand Idea is succinct, meaningful and consistently and coherently expressed, it will be able to break free. It will be hearable outside of your brand bubble, outside of ...
Marketing strategy allows you to use pathways and footholds that apply your limited marketing budget more effectively (everyone's marketing budget is limited). Marketing strategy facilitates your ability to apply marketing ...
Focus group testing is appealing. I really do get it. In theory, it's a quick and efficient way to find out what you need to know about what people think ...
Grant’s Interest Rate Observer, the financial publication best known for blending ancient and modern ideas, today unveils a thoroughly 21st century website designed by Tronvig ...
A persona is a kind of mental model—an imaginary person with a name, history and story who has a way of doing things. A persona should have enough psychological detail ...
What is the difference between marketing and branding?
In a recent conversation with a very senior person at a financial institution my colleague was told, "I think private wealth managers will ...
Branding is one of those terms that gets thrown around a lot in the corporate world (and the advertising world too). Leading consumer products like Coca-Cola, Apple, and GE can ...
One of the biggest marketing and sales challenges wealth management firms face is differentiating their offering in a crowded field. Here's an explanation of how a strong brand can move ...
By most accounts, both wealth advisors and the clients they serve see referrals as the preferred method of professional service matchmaking. It makes sense. Referrals convey a sense of security ...