The CEO of Peregrine Communications, which provides award-winning communications, marketing and design solutions to the global financial services industry, gave an expert presentation on the importance of branding in asset management recently to the Global Fixed Income Institute in Frankfurt.
Anthony Payne focused on how brands are built, whether the investment is worth it and whether branding is becoming more important as technology breaks down customer loyalty.
In his presentation, he referenced Peregrine’s latest study into how asset managers are using content and thought leadership as brand building tools. He highlighted how some managers are making use of available analytics tools to measure the success of their brand building activities.
The Global Fixed Income Institute is an exclusive membership group comprised entirely of buy-side Heads of Fixed Income at asset management firms, pension funds, central banks and other official institutions. Between them, they manage in excess of €3 trillion in fixed income assets alone. The group is best understood as an ‘A List’ think-tank, in which member firms – largely one another’s competitors – compare notes in a highly frank and open fashion on common challenges and opportunities in global fixed income investing.