In praise of moving image 06 February 2018

Re-energise your brand by putting it in motion

Back in the 1980s, we were told that video had killed the radio star. The arrival of consumer internet a decade later ushered in what should by now be a golden age of video-enhanced content. Broadcasting was suddenly no longer just for broadcasters or 30 second tv ads; brands could get in on the act and dominate the space. But progress has been slow, and many non-FMCG brands, particularly in the B2B and professional services sector, have been reluctant to commit to video content. This is a pity. Putting your brand in motion can attract new audiences, be less complex and more cost-effective than you think – and enable far greater engagement and ROI.  

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Getting your website fighting fit 23 January 2018

Writing a prescription for digital effectiveness.

This winter, the UK is experiencing its worst flu season in years. Aussie flu, Japanese flu and good old Man flu have had us flocking to our GPs who are now managing what looks like an epidemic. So, as you sit propped-up in bed, paracetamol in hand, you might have time to consider what needs a health check in your professional life. How, for instance, is your website standing up to relentless competitive pressure? The answer lies in a dose of diagnostic medicine...

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In search of quality search 06 December 2017

Why do leading investment banks hide away their talents and capabilities away online?

In our latest Living Ratings analysis of the digital intelligence of investment banks, a whopping 85% of the banks we assessed failed to deliver content and functionality designed for C-Suite audiences.

In fact, just one bank, Bank of America Merrill Lynch (BofAML) makes it into our top tier – what we call ‘Determined’ digital communication. The rest fall short, missing out on a chance to engage their audiences and build powerful, connected digital brands – brands that deliver clear, thought thought-provoking and relevant messages to clients, prospects and other key stakeholders. This should send an unambiguous signal to the entire sector. And perhaps prompt a few New Year’s Resolutions…

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Life beyond ‘brochureware’ 16 November 2017

Engaging with financial advisers and intermediaries in the digital age.

In financial services, trust is all. It’s the bedrock on which deals are built and brands are matured. And, in turn, trust, relationships and communications are nothing without each other. Our recent Living Ratings analysis of digital effectiveness put 100 of the world’s leading asset managers in its sights, subjecting them to rigorous digital benchmarking. The results make it clear that there’s a whole world of opportunity for digital dialogue with Financial Advisers and Intermediaries (FAIs). So why limit your web communications to an online version of your print collateral?


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Can your law firm brand survive a merger? 24 October 2017

Giving legal brands distinctiveness… and staying power.

Mergers. Consolidation. Takeovers. All of a sudden, they’re everywhere. And on everyone’s lips. You can see it in the furtive glances of partners, huddling. And hear it in rampant office rumours about this practice and that firm. Mergers can be an unsettling time for everyone. And for brands they can be fatal. To prevent your carefully curated legal brand being swept away in the coming M&A tsunami, perhaps it’s time to put your house in order (and maybe even secure your job in the process.) Here’s how… 

A sliver of silver lining

It’s not all doom and gloom, of course. Mergers can be fantastic opportunities and worrying threats all bundled together. After the inevitable political and cultural shakedown, marketeers on both sides of the merger have a chance to shape their future with new brands, content strategy, communications, websites and social media. Mergers mean serious work. And a serious chance to make a name for yourself.

It all depends on one thing: who comes out on top.

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Getting mobile – the challenge for Asia’s asset managers 19 October 2017

For the world’s leading asset managers, the latest Living Ratings make sobering reading. Our June 2017 analysis of their digital communications across 50 core criteria revealed that just 11% of the top 100 firms provided exceptional digital content and engaging functionality for financial advisers and intermediaries.

To us, this is a disappointing performance from a sector that should put communication at the heart of its digital strategy. Failure to focus on the audience (not the firm) abounds, and one lesson is clear: positive financial performance does not negate the need for clear and effective communications. When it comes to supporting their audiences in the digital channel, and staying abreast of the remorseless growth of mobile, the school report is in: must try harder.

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