Barron's Advisor
Peter Wilken: The Biggest Branding Mistake Financial Advisors Make
May 20, 2025
In this engaging discussion, Peter Wilken, a global brand strategist and author, shares his expertise in branding, backed by his work with giants like Coca-Cola and Disney. He dives into the biggest branding mistakes financial advisors make and emphasizes the importance of emotional connections in client relationships. Wilken also offers strategies for smaller firms to carve out their identities, discussing the power of clear communication and impactful messaging. He highlights how bold branding can significantly enhance market positioning, especially in the competitive finance landscape.
48:15
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Quick takeaways
- Identifying and articulating a brand's DNA is essential for financial advisors to differentiate themselves and foster client loyalty.
- Emotional connections between brands and customers are crucial in branding, often proving more effective than rational arguments in client engagement.
Deep dives
The Rise of ETFs in Crisis
ETFs increase in volume during financial crises as they provide a vital source of liquidity when other assets may not be easily tradable. This behavior was notably observed following events like Black Monday in 1988, prompting regulatory bodies like the SEC to develop the ETF structure. The flexibility and accessibility of ETFs make them an attractive option for investors seeking to navigate turbulent markets. As a result, the role of ETFs has grown significantly in modern investment portfolios, with their influence expected to continue rising.
