Being Human - Finding Emotion in Asset Management 

By Darren Lassiter, Managing Partner and Head of Client Services at Arthur

Did you know that brands engaging their audience emotionally are:

• 2.2x more likely to be remembered when buyers are in the market
• 2.7x more likely to be rated as having better products/services
• 20% more trusted as brands
• 16% more likely to be recommended by buyers
• 5.3x more likely to be buyers’ first choice*

These statistics illustrate how emotional campaigns outperform rational ones in increasing penetration, sales, and market share over the long term. However, if you look at Asset Management advertising today, you’ll often find a purely rational approach.

While rational messaging has its place, it’s essential to recognise that 95% of investment professionals are not actively seeking a solution at any given time, and the fund-buying audience is continually expanding. These realities should make us reconsider how we allocate advertising budgets to maximise effectiveness.

Finding Emotion in Asset Management

Emotion in Asset Management can take many forms, each with the potential to create deeper connections with investment professionals and drive growth:

Sell the Problem You Solve, Not the Product You Sell

Take a look at recent Fixed Income advertising. It's dominated by messages of ‘experience’ and ‘expertise,’ but these ads often fail to assist investors in navigating this complex and changing asset class. They miss the opportunity to address underlying needs. Many focus on brand credentials rather than addressing the audience’s problems. Effective messaging should prioritise solving client issues.

Storytelling

Every investment approach has a rich story behind it. Storytelling is a powerful tool to evoke emotion and build trust, turning abstract concepts into relatable narratives. This method can help make your brand more memorable and relatable.

Leverage Existing Traits and Characteristics

Investment teams often possess unique traits and perspectives on markets or asset classes. By identifying and amplifying these characteristics, you can reveal an emotional core that stands out in the market. Highlighting these unique traits can differentiate your brand from competitors.

A Unique Approach

At Arthur London, we work with our Asset Management clients to unlock the emotion in their brands and drive business growth through a bespoke process designed to uncover hidden treasures.

By leveraging emotion, brands in Asset Management can create more memorable, considered, and trusted brands, ultimately leading to business growth. The insights are clear: move beyond a purely rational approach and connect with your audience on a deeper, more human level.

If you would like to talk about unlocking the power of emotion for your brand in 2024, then get in touch.

Darren.

Source: Wunderman Thompson's Global Inspire Study