How to rebrand stockmarket indices
An adman’s pitch to an asset manager
Good morning, and thank you for the invitation to Hieroglyph Capital Partners. You asked us to demonstrate our marketing skills by choosing an aspect of your branding to review. Now, this may be eccentric, but we’ve picked your tracker funds. Hieroglyph’s green-investment programme, its philanthropic work or its industry-leading quantitative analysts are all more obvious candidates for our attention. Tracker funds are dull, and deliberately so: they’re just algorithms that let your investors replicate the performance of stockmarket indices as cheaply as possible.
This article appeared in the Finance & economics section of the print edition under the headline “Madison Avenue’s advice”
Finance & economics September 24th 2022
- Dubai is the world’s resurgent entrepot
- A global manufacturing slowdown suggests worse is to come
- Households across the rich world have never been so gloomy
- As America raises rates, the rest of the world bears the pain
- Peter Thiel says California suffers from a “tech curse”. Is he right?
- Why Wall Street is snapping up family homes
- Do lawmakers beat the market?
- How to rebrand stockmarket indices
From the September 24th 2022 edition
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The great-man theory of Wall Street
Why finance is still dominated by bold individuals
Hong Kong’s property slump may be terminal
Demographics and geopolitics will make a recovery harder
Why everyone wants to lend to weak companies
An unanticipated side-effect of Donald Trump’s election victory
American veterans now receive absurdly generous benefits
An enormous rise in disability payments may complicate debt-reduction efforts
Why Black Friday sales grow more annoying every year
Nobody is to blame. Everyone suffers
Trump wastes no time in reigniting trade wars
Canada and Mexico look likely to suffer