The MFWire
Manage Email Alerts | Sponsorships | About MFWire | Who We Are

Subscribe to MFWire.com's News Alerts [click]

Rating:Dan Ross Elevates a New Kind of White Paper Not Rated 0.0 Email Routing List Email & Route  Print Print
Wednesday, May 09, 2012

Dan Ross Elevates a New Kind of White Paper

Reported by Neil Anderson, Managing Editor

Dan Ross and the Wechsler Ross' team just debuted a new take on the traditional white paper. Ross released the New York City-based consulting firm's first "elevator paper," this one on how "investment brands are different" from both consumer-oriented and business-to-business-oriented brands.

"We know that investment marketing professionals are pressed for time and prefer their information in bited-sized nuggets," Ross told MFWire.com, noting that this first elevator page is just four pages, including visuals. "We think it combines the thought leadership of a white paper with the brevity of a fact sheet."

Ross also gave a presentation yesterday on the same subject, speaking in Washington, D.C. before the ICI's small funds committee.

This elevator paper notes investment brands, including mutual funds, have a hybrid audience of consumers (i.e. fund shareholders) and professionals (i.e. advisors). The paper also outlines the myriad channels that drive up the complexity of investment brands' distribution and marketing efforts, and the paper notes that investment products "require a leap of faith" from the buyer.

Company Press Release

Wechsler launches Elevator Papers
The first paper, “Investment Brands Are Different,” offers insight into the unique challenges of investment marketing.

New York, NY (May 8, 2012) – Combining the thought leadership of a white paper with the brevity of a fact sheet, Wechsler Ross & Partners is introducing a new series of Elevator Papers that are designed to deliver bite-sized insights to investment marketing professionals.

Now available on Wechsler’s website and blog, Elevator Papers will be short enough to read on an elevator ride, but substantial enough to deliver meaningful content.

In its first paper, “Investment Brands Are Different,” Wechsler highlights four key factors that make investment brands different from consumer and B2B brands (including other financial brands):

1. A hybrid audience
2. Faith-based products
3. Complex distribution
4. Nuanced marketing

Having a clear understanding of these differences and how they affect the decision-making of various distribution channels and audience segments provides the foundation of a successful marketing platform.

On May 8th, Wechsler CEO, Dan Ross, will deliver an extended presentation on “Investment brands are different” to the Small Funds Committee of the Investment Company Institute in Washington, DC.

About Wechsler
Wechsler is a creative marketing consultancy specializing in investment brands. For more than 25 years, Wechsler has helped asset managers and wealth managers solve tough communications problems and create memorable marketing.

Stay ahead of the news ... Sign up for our email alerts now

 Do You Recommend This Story?

Return to Top
 News Archives
2020: Q2Q1
2019: Q4Q3Q2Q1
2018: Q4Q3Q2Q1
2017: Q4Q3Q2Q1
2016: Q4Q3Q2Q1
2015: Q4Q3Q2Q1
2014: Q4Q3Q2Q1
2013: Q4Q3Q2Q1
2012: Q4Q3Q2Q1
2011: Q4Q3Q2Q1
2010: Q4Q3Q2Q1
2009: Q4Q3Q2Q1
2008: Q4Q3Q2Q1
2007: Q4Q3Q2Q1
2006: Q4Q3Q2Q1
2005: Q4Q3Q2Q1
2004: Q4Q3Q2Q1
2003: Q4Q3Q2Q1
2002: Q4Q3Q2Q1
 Subscribe via RSS:
Add to My Yahoo!
follow us in feedly

©All rights reserved to InvestmentWires, Inc. 1997-2020
14 Wall Street | 20th Floor | New York, NY 10005 | P: 212-331-8968 | F: 212-331-8998
Privacy Policy :: Terms of Use