October 20, 2008
SwanDog Publishes The World Has Changed (Part 1)
SwanDog Strategic Marketing today published “The World Has Changed (Part 1),” a 12-page whitepaper available to be downloaded from www.swandog.com. It includes recommendations on how mutual fund companies, other investment managers and broker-dealers can reposition themselves.
In the whitepaper, Dave Swanson, SwanDog’s founder and managing principal, is critical of investment management Web site updates and encourages marketers to commit to more timely communicating by adopting a “newsroom mentality.” Investment companies that have deferred investor communications to financial advisors need to use frequency, education and transparency to re-open the dialogue, we believe. Marketing communications, including imagery, need to be reworked to represent the empathy that today’s markets call for. Other recommendations relate to redefining the brand of the financial advisor and the prospects for large and small asset management brands.
The investment management industry is the business we come from and we now serve. Some of what we’re recommending is counterintuitive to legacy marketing, but we believe in marketing organizations’ ability to step it up and lead their firms’ efforts in bolstering investor confidence. There is unprecedented opportunity for those who do.
To download a copy of “The World Has Changed (Part 1),” go to www.swandog.com. The whitepaper is the first in a series of reports.
