How to rebrand stockmarket indices
An adman’s pitch to an asset manager
Good morning, and thank you for the invitation to Hieroglyph Capital Partners. You asked us to demonstrate our marketing skills by choosing an aspect of your branding to review. Now, this may be eccentric, but we’ve picked your tracker funds. Hieroglyph’s green-investment programme, its philanthropic work or its industry-leading quantitative analysts are all more obvious candidates for our attention. Tracker funds are dull, and deliberately so: they’re just algorithms that let your investors replicate the performance of stockmarket indices as cheaply as possible.
This article appeared in the Finance & economics section of the print edition under the headline “Madison Avenue’s advice”
Finance & economics September 24th 2022
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- Why Wall Street is snapping up family homes
- Do lawmakers beat the market?
- How to rebrand stockmarket indices
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