Michael Thrasher’s Post

In 2024, the asset management industry faces huge challenges. With global AUM decreasing by $18 trillion, consolidation growing apace and both market and media sentiment worsening, it's clear that managers are operating in a particularly difficult environment. Nevertheless, adversity creates a diversity of outcomes. In this, our fifth annual study into the marketing effectiveness of asset management firms, it is clear that the winners are category-defining.

For the first time in years, sentiment toward the top 100 asset management brands is getting worse. Michael Thrasher at Institutional Investor interviewed Peregrine Co-CEO Josh Cole on the key findings from our latest Global 100 Asset Management Marketing Report. “It’s a very tough time to be in the asset management game”; however, “The next 10 years is going to be a fabulous opportunity for firms who do have a great business, who can tell a great story about what they do, and who are willing to get creative in doing it”, says Cole. #PowerYourComms #G100 https://lnkd.in/e3fmgZTr

Asset managers are struggling with their brands. This may feel like a counterintuitive statement coming from someone working in asset management branding, but it's true - Peregrine Communications' latest report on the brands of the top 100 asset managers found that from media sentiment to brand momentum (i.e. growth) - 2023 was tougher than 2022. Three key factors drove this: 1) tougher economic conditions meaning less "positive" stories; 2) reputational risks as media/stakeholder scrutiny of firms increases y-o-y; 3) a reduced desire to stick your head above the parapet given above two points. So what's the lesson for 2024 here? In my view, if you want to grow in today's landscape, you can't expect your reputation to speak for itself - you have to go on the front foot. That means identifying the gaps between your external perception and your firm's core identity - and then addressing this through clear and consistent story-telling across all your digital assets (website, social media, etc.), proactive engagement with critical media and consistent narrative delivery by your IR team. For those that embrace the above, the opportunity is there. As put superbly by my colleague and friend Josh Cole, "The next 10 years is going to be a fabulous opportunity for firms who do have a great business, who can tell a great story about what they do, and who are willing to get creative in doing it to do some really fun stuff." Thanks to Institutional Investor for the write-up. You can find the full report here: https://theglobal100.com/.

Real insight and valuable takeaways in our latest G100 report provide essential reading for asset management marketers and C-suite leaders. Please get in touch to discuss further.

Thank you Michael Thrasher and Institutional Investor Magazine for talking to me yesterday evening about our latest Global 100 Report. We always look forward to launching our annual report into the world's largest asset management brands, and it's a fascinating moment to conduct this research with assets, performance, margins, fundraises and marketing budgets not where they were. Creative destruction is actually a beautiful thing and the challenges over the next decade will create incredible opportunities for category-defining firms who are willing to get creative about how they tell their stories. I've never been more optimistic about the potential to do exciting, thoughtful work with asset managers who want to get something big done. https://lnkd.in/eDPR9kaD

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🚀 Reimagining Positioning Strategy & Creative Direction! 🌟 We recently had the privilege of working with a global asset manager to elevate their service positioning and creative strategy. Our mission? To inject fresh, innovative thinking into their brand and help them stand out in a crowded market. Challenge Accepted: 🌐 How do you make a well-established firm feel new and exciting? By diving deep into their brand and services and aligning their offering with what truly matters to their clients. Our Approach: 1️⃣ Conducted in-depth research to understand the value drivers for their customers. 2️⃣ Developed a cohesive strategy that seamlessly integrated these insights. 3️⃣ Activated this strategy with a compelling new direction that resonated with both their team and clients. The Result? A refreshed positioning strategy that didn't just look good on paper but also translated into meaningful business results. The client has seen a measurable boost in traffic and positive internal feedback. 🎉 Our team thrives on challenges like these. Ready to elevate your brand's positioning and creative direction? Let's chat! 🤝 🔗 Read the full case study here: https://lnkd.in/gVVZXqTc #PositioningStrategy #CreativeDirection #ClientSuccess #ReveConsulting #BrandStrategy #BusinessGrowth

The 2024 result are here! Dive into this year's Fund Brand 50 study to explore the top global and regional asset management brands across Europe, APAC, and the US.

Now that you know what brand asset management is, it's time to identify your brand assets. Read the full article: A Guide To Brand Asset Management ▸ https://lttr.ai/AMSMm #BrandAssetManagement #ProvideGreatProducts #GreatLearningExperience #CentralizedPlatformDesigned #NativeDesktopApp #RazunaDesktopApp #SmallBusinessesChoosing #MaximizeBrandPotential #BrandCopiesFloating #IncreasesBrandRecognizability