Positioning a New Product Family
on Mar 27, 2013
New ETFs from firms with no ETF history. Prestigious long-only managers launching alternatives. Massive non-US banks entering the domestic asset management landscape. All seem to be occurring at a more frenetic pace than ever.
We’ve been supporting clients in these and similar situations. A client from last year mentioned Killian Branding during an engagement. And their post recently on customer service is very poignant. More broadly than this post, our advice for clients in these situations is to carefully study the providers with significant market share. The burden of the new entrant is to provide a new reason to do business with them. Paradoxically, it’s a burden and a great opportunity.