accelerando associates has launched its latest White Paper on Brand & Digitalisation in B2B Fund Distribution, which addresses the shift that is occurring in fund distribution as intermediation is digitised.
Within this change, the importance of brand will stand out more than ever, the paper argues, as it effects an Efama estimated pool of fund assets worth €17trn.
Philip Kalus, managing partner of accelerando associates, said: “This White Paper aims to shed light into what brand really means in a B2B context in asset management, into how brand distinction in a streamlined industry can be achieved and on why premium brands can sell at premium prices, also to professional fund buyers.”
Produced together with YCAP Asset Management, the Paper notes that : “Brand and brand recognition should be considered as a holistic result of product quality, client services quality, transparency, accessibly, usability, people and culture. Brand as a holistic result is widely underestimated, as it is a true driver in fund selector’s decision making process. If done wisely, brand recognition with fund selectors and institutional investors can be achieved efficiently with relatively small respective budgets. However, brand recognition is not a sprint, it is a marathon.”
Further sections of the Paper take the reader through points including the discussion of brand differentiation, behavioural impact, the importance of community and ‘cloud’ among fund selectors, and the industry efficiencies liberated by the changes taking place.