Independent in-depth research can help to ensure these values exist in the minds of the target audience and the intermediaries who introduce such business to wealth management operations. Indeed, research among clients and intermediaries is often successfully employed to evaluate wealth management brands and develop their optimum identity in the competitive context. Yet, this research cannot inform the strategic and creative development of that brand if, internally, the management focus is stacked against research’s outcome. It is thus important to research both sides of the interface, both the internal and external audience, to ensure the company and its infrastructure can deliver consistently the competitive edge promised by the brand’s external marketing.
Creative development research can go on to evaluate the extent to which such thinking (represented by carefully designed stimulus material) motivates the target audience; and whether the strategy on which such material is based has validity. It can also inform the translation of the researched marketing and advertising ideas into final marketing literature and advertisements.
Kate Willis is a director of Maslinski & Co Ltd. Maslinski & Co. was founded in 1995 by Michael Maslinski, formerly Marketing Director of Coutts, with 22 years of practical experience of Private Banking. Maslinski & Co have advised numerous financial institutions and family offices on the development of their wealth management services, both directly and through Maslinski Lawrence, a joint venture with Lawrence Somerset.
