Do asset managers have a branding problem?

Past performance in not a guide to the future. There is no escaping this ‘strap line’ on a piece of advertising, a research report, or a fact sheet. No matter how good a product or manager may have been, there is no guarantee for future outcomes. So advisers and investors must instead base their choice on trust and reputation alone. What is central to communicating and establishing these two critical factors for any company? In a word, brand.Brands are important to all of us. Whether it is the clothes we wear, the electronics we buy, or the food we eat, many of the choices we make in day-to...