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
Discover stories from this section and more in the list of contents
Explore the editionMore from Finance & economics
China meets its official growth target. Not everyone is convinced
For one thing, 2024 saw the second-weakest rise in nominal GDP since the 1970s
Ethiopia gets a stockmarket. Now it just needs some firms to list
The country is no longer the most populous without a bourse
Are big cities overrated?
New economic research suggests so
Why catastrophe bonds are failing to cover disaster damage
The innovative form of insurance is reaching its limits
“The Traitors”, a reality TV show, offers a useful economics lesson
It is a finite, sequential, incomplete information game
Will Donald Trump unleash Wall Street?
Bankers have plenty of reason to be hopeful