Build your brand
Essential strategies for uncovering your true value
FOR INVESTMENT PROFESSIONAL USE ONLY
ADVISOR EDUCATION
Natixis Global Asset Management, S.A
Asset management holding company
• Over $706 billion in assets under
management as of 12/31/11
• Among the top 15 largest asset
management companies worldwide*
• Our model allows for independent
thinking among our asset managers
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Build your brand: Essential strategies for uncovering your true value
Global presence, local insight
Stockholm
London
Luxembourg
Paris
Boston
Oakland
Amsterdam
Frankfurt
Geneva/Zurich
Milan
Dubai
Beijing
Tokyo
Taipei
Singapore
Santiago
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Build your brand: Essential strategies for uncovering your true value
Sydney
Our global capabilities
Alternatives, equity and fixed-income solutions
1
Natixis Caspian Private Equity
1
1A
division of Natixis Asset Management Advisors, L.P.
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Build your brand: Essential strategies for uncovering your true value
Recognized for top money management talent
NGAM Distribution, L.P.
David Herro of Harris Associates L.P.1
Multisector Bond Team of Loomis,
Sayles & Co.2
1. The Morningstar Manager of the Decade Award (2000-2009) is selected by Morningstar Fund analysts. The award is decided by evaluating the risks managers
assumed to achieve investment return taking into account asset size, strength of the manager, strategy, and firm’s stewardship. There are five nominees for
each award: domestic, foreign, and fixed-income.
2. Each year Morningstar selects managers who they believe have done right by shareholders, delivered superior long-term returns, and produced strong results
for the year. Morningstar looks for good stewards who have developed sound strategies.
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Build your brand: Essential strategies for uncovering your true value
Recognized as a global leader
Natixis Global Asset Management, S.A
Among 15 largest asset management companies worldwide1
•Among 15 largest asset management companies in Europe2
•Ranked #3 among European institutional managers as of June 20113
Investment &
Pensions Europe
•Ranked #3 among asset management companies in France
as of June 20114
Markowitz Award: For paper, ‘Warning: Physics Envy May Be
Hazardous to Your Wealth,’ Andrew Lo and Mark T. Mueller5
1. Cerulli Quantitative Update: Global Markets 2011, based on December 31, 2010 AUM of $713 billion. 2. IPE Survey, Listing of asset managers active in the
European marketplace - June 2010, based on total assets under management as of 31 December 2009.
3. Investment & Pensions Europe, "The Top 400 Asset Managers", June 2011 - List of top 120 European institutional managers based on total third-party assets
under management for all types of European institutional clients: pension funds, insurance companies, corporates, charities & foundations as of 12/31/2010. 4.
Investment & Pensions Europe, "The Top 400 Asset Managers," June 2011 -- List of asset managers with headquarters in Europe on a country basis according to
AUM worldwide as of 12/31/10. 5. The award, sponsored by The Journal of Investment Management and investment manager New Frontier Advisor, honors the
influence of Mr. Markowitz’s work on both theoretical finance and the practice of asset management, according to a news release.
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Build your brand: Essential strategies for uncovering your true value
Recognized for top money management talent
Fixed-Income Fund Family of the Year
Loomis Sayles Fixed-Income Family
*
Global Income Funds Category Winner for 10-Year Period
Loomis Sayles Global Bond Fund, Institutional
**
Multi-Sector Income Funds Category Winner for 10-Year Period
***
Loomis Sayles Strategic Income Fund, Y
*Loomis Sayles ranked #1 out of 41 eligible companies. Large complexes are defined as fund families with more than $34.5 billion in total net assets. Eligible asset
class group awards are given to fund groups with at least five equity, five bond, or three mixed-asset portfolios in the respective asset classes. The lowest average
decile rank of the three-year Consistent Return measure of the eligible funds per asset class and group will determine the asset class group award winner over the
three-year period. In cases of identical results the lower average percentile rank will determine the winner. Asset class group awards will be given to the best large
and small groups separately. Small groups will need to have at least three distinct portfolios in one of the asset classes – equity, bond, or mixed-asset.
**The Lipper Fund Awards is part of an annual, global program of events held in 18 countries to reward funds that have delivered consistently strong riskadjusted performance relative to their peers. The winners were selected using the Lipper Leader rating for Consistent Return for the period ending
December 31, 2010. Past performance is no guarantee of future results.
***The Lipper Fund Awards is part of an annual, global program of events held in 18 countries to reward funds that have delivered consistently strong riskadjusted performance relative to their peers. The winners were selected using the Lipper Leader rating for Consistent Return for the period ending
December 31, 2010. Past performance is no guarantee of future results.
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Build your brand: Essential strategies for uncovering your true value
Recognized for top money management talent
Excellence in Fund Management Award
Harris Associates: Clyde McGregor, Portfolio Mgr.
*
Mixed-Asset Target Allocation Funds Category Winner for 10-Year Period
Oakmark Equity and Income Fund
**
Large-Cap Core Category Winner for 3-Year Period
Oakmark Fund
***
*Managers had to have served a minimum of five years at a fund that is consistently top-rated by Lipper’s research analysts. Candidates were evaluated in criteria
including risk-adjusted returns, total returns, expenses, and tenure. Evaluations were conducted in February 2011, based on data compiled through the end of 2010.
**The Lipper Fund Awards is part of an annual, global program of events held in 18 countries to reward funds that have delivered consistently strong riskadjusted performance relative to their peers. The winners were selected using the Lipper Leader rating for Consistent Return for the period ending
December 31, 2010. Past performance is no guarantee of future results.
***The Lipper Fund Awards is part of an annual, global program of events held in 18 countries to reward funds that have delivered consistently strong riskadjusted performance relative to their peers. The winners were selected using the Lipper Leader rating for Consistent Return for the period ending
December 31, 2010. Past performance is no guarantee of future results.
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Build your brand: Essential strategies for uncovering your true value
AlphaSimplex Group
Expertise: Absolute return strategies
Founded: 1999
Headquarters: Cambridge, MA
AUM: $3.6 billion*
Dr. Andrew Lo
• Portfolio Manager and Chief
Scientific Officer
• Professor of Applied Mathematics,
Massachusetts Institute of Technology
• Author: A Non-Random Walk Down
Wall Street
*As of December 31, 2011
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Build your brand: Essential strategies for uncovering your true value
• Hedge fund beta replication strategies
• Managed futures focus provides liquidity
and transparency missing in many socalled alternatives
• Based on Lo’s Adaptive Market
Hypothesis
Harris Associates
Expertise: Value investments
Founded: 1976
Headquarters: Chicago, IL
AUM: $64.4 billion*
David Herro
Morningstar International Manager
of the Decade, 2010
• Value specialists with experience
that spans five decades
• Reputation for consistency
Bill Nygren
*As of December 31, 2011
Past performance is no guarantee of future results. The Morningstar Manager of the Decade Award (2000-2009) is
selected by Morningstar Fund analysts. The award is decided by evaluating the risks managers assumed to
achieve investment return taking into account asset size, strength of the manager, strategy, and firm's
stewardship. There are five nominees for each award: domestic, foreign, and fixed income.
FOR INVESTMENT PROFESSIONAL USE ONLY
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Build your brand: Essential strategies for uncovering your true value
Gateway Investment Advisers
Expertise: Hedged equity strategies
Founded:1977
Headquarters: Cincinnati, OH
AUM: $8.1 billion*
Patrick Rogers
CEO and Portfolio Manager
Mike Buckius
Portfolio Manager
*As of December 31, 2011
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Build your brand: Essential strategies for uncovering your true value
• Hedged equity specialists
• Call strategy born out of insights
gained in 1987 market downturn
Loomis, Sayles & Company
Expertise: Actively managed, researchdriven equity and fixed-income portfolios
Founded: 1926
Headquarters: Boston, MA
AUM: $159.9 billion*
Multisector Bond Team
• Morningstar Fixed-income Manager
of the Year, 20111
• Lipper Top Fixed-income Fund Family 20112
• Research-driven fixed-income
and equity investments
• Unique Analytical culture
*As of December 31, 2011
Past performance is no guarantee of future results. Each year Morningstar selects managers who they believe have done right by shareholders, delivered
superior long-term returns, and produced strong results for the year. Morningstar looks for good stewards who have developed sound strategies.
2 Criteria: Loomis Sayles ranked #1 out of 41 eligible companies. Large complexes are defined as fund families with more than $34.5 billion in total net assets.
Eligible asset class group awards are given to fund groups with at least five equity, five bond, or three mixed-asset portfolios in the respective asset classes.
The lowest average decile rank of the three-year Consistent Return measure of the eligible funds per asset class and group will determine the asset class group
award winner over the three-year period. In cases of identical results the lower average percentile rank will determine the winner. Asset class group awards will
be given to the best large and small groups separately. Small groups will need to have at least three distinct portfolios in one of the asset classes – equity,
bond, or mixed-asset.
1
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Build your brand: Essential strategies for uncovering your true value
Today’s session is about helping you
• Develop a strong personal brand as
a financial advisor
• Capture your share of the competitive
high-net-worth market
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Build your brand: Essential strategies for uncovering your true value
Our agenda
• Review the meaning of a brand
• Identify key elements of a STRONG personal brand
• Provide tools, tips, and best practices for building
your brand
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Build your brand: Essential strategies for uncovering your true value
The dynamics of a corporate brand
• Embody company values
• Define an overall customer experience
• Companies spend millions of dollars on extensive
brand-building activities
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Build your brand: Essential strategies for uncovering your true value
What’s the meaning of these brands?
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Build your brand: Essential strategies for uncovering your true value
What’s the meaning of these brands?
Instant information about anything you want to know
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Build your brand: Essential strategies for uncovering your true value
What’s the meaning of these brands?
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Build your brand: Essential strategies for uncovering your true value
What’s the meaning of these brands?
Safety and reliability
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Build your brand: Essential strategies for uncovering your true value
What’s the meaning of these brands?
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Build your brand: Essential strategies for uncovering your true value
What’s the meaning of these brands?
Excellence in quality coffee products – worth the price
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Build your brand: Essential strategies for uncovering your true value
Everyone has a personal brand
• It’s driven by what you believe in
• It’s the impression your clients have of you
• It’s demonstrated by your actions
• Actions speak louder than words
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Build your brand: Essential strategies for uncovering your true value
Strong personal brands lead to success
Warren Buffett
A master at uncovering
hidden value
Steve Jobs
Creative innovator
Oprah Winfrey
Her stamp of approval
is worth millions
YOU! What is your brand?
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Build your brand: Essential strategies for uncovering your true value
STRONG personal brands share three qualities:
1 2
They’re
They’re
unique
relevant
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Build your brand: Essential strategies for uncovering your true value
3
They’re
consistent
QUALITY #1: They’re unique
Your values –
and the way you practice your values
– make you unique.
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Build your brand: Essential strategies for uncovering your true value
QUALITY #2: They’re relevant
Advisors with strong brands attract the most
attention from HNW clients because they
offer something relevant.
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Build your brand: Essential strategies for uncovering your true value
QUALITY #2: They’re relevant
Relevant issues for high-net-worth individuals:
• Resetting goals and expectations
• Retirement income strategies
• Risk management
• Legacy planning and minimizing taxes
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Build your brand: Essential strategies for uncovering your true value
QUALITY #3: They’re consistent
If you fall short on consistency, you weaken
your brand no matter how unique and
relevant you are to clients.
FOR INVESTMENT PROFESSIONAL USE ONLY
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Build your brand: Essential strategies for uncovering your true value
STRONG personal brands share three qualities:
1 2
They’re
They’re
unique
relevant
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Build your brand: Essential strategies for uncovering your true value
3
They’re
consistent
Five steps to build your brand
Key questions in developing your brand
• What do you stand for?
• How are you perceived?
• What are the priorities and needs of
your audience?
• What is your plan?
• How do you measure results and refine your
approach accordingly?
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Build your brand: Essential strategies for uncovering your true value
Step 1: Define what you stand for
• Articulate the values that are important to you
• Understand how you currently demonstrate these
values to your clients
• Determine your strengths
• Identify where you need to improve
Action
items
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Build your brand: Essential strategies for uncovering your true value
1. Values Profiler
2. Kolbe Index
Step 1 Action item: Values Profiler
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Build your brand: Essential strategies for uncovering your true value
Step 1 Action item: Values Profiler
Rate yourself:
• Expertise and knowledge
• Communications
• Service delivery
• Relationship building
These scores will help identify where you’re strong, where
you’re average, and where you have room for improvement.
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Build your brand: Essential strategies for uncovering your true value
Step 1 Action item: Kolbe Index
(www.kolbe.com)
• A methodology to discover your
natural abilities
• An in-depth questionnaire that zeroes in
on your personal, instinctive strengths
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Build your brand: Essential strategies for uncovering your true value
Step 1 Action item: Kolbe Index
(www.kolbe.com)
Results show:
• The value you can bring to a group/team
• How to home in on your strengths and use them
• How to make better use of your time
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Build your brand: Essential strategies for uncovering your true value
Step 2: Understand how you are perceived
• What do your clients say about you?
• How do you emphasize your unique qualities?
• How well are you meeting client needs?
Action
items
1. Win/loss checklist
2. Annual review questionnaire
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Build your brand: Essential strategies for uncovering your true value
Step 2 Action item: Win/loss checklist
• Track your wins
and losses
• Look for trends
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Build your brand: Essential strategies for uncovering your true value
Step 2 Action item: Annual review questionnaire
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Build your brand: Essential strategies for uncovering your true value
Step 3: Determine the priorities and needs of your audience
• How well are you staying on top of client needs
and concerns?
• Are you leading with the strengths they value
the most?
• What feedback can you gain to deliver on
client needs?
• Are you maximizing your opportunities
for referrals?
Action item
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Build your brand: Essential strategies for uncovering your true value
1. Client Advisory Board
Step 3 Action item: Client Advisory Board
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Build your brand: Essential strategies for uncovering your true value
Step 3 Action item: Client Advisory Board themes
New clients
have been with you between
1 and 3 years
Clients by profession or trade
business owners, physicians,
corporate executives
Long-standing clients
have been with you for more
than 5 years
Clients by demographic or lifestyle
Executives, widowed/divorced,
Gen-Xers
Large clients
as measured by assets or
profitability
Boards can be an invaluable tool to you and your team while
making your important clients feel special.
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Build your brand: Essential strategies for uncovering your true value
Step 4: Develop and implement a plan
• What does your personal brand statement say
about you?
• Identify a timeline of activities to help you stay true
to your personal brand and reach your potential as
an advisor
Action
items
1. Personal brand message
2. Brand Builder Action Planner
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Build your brand: Essential strategies for uncovering your true value
Step 4 Action item: Create a brand message
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Build your brand: Essential strategies for uncovering your true value
Step 4 Action item: Brand Builder
• Identify areas for
improvement
• Action items
• Target completion dates
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Build your brand: Essential strategies for uncovering your true value
Step 5: Measure results and refine your approach
• Track your progress
• Identify where you want to make changes
Action
items
1. Review scorecard results
2. Refine your plan, including
your personal brand
message/statement
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Build your brand: Essential strategies for uncovering your true value
Step 5 Action item: Review scorecard
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Build your brand: Essential strategies for uncovering your true value
Step 5 Action item: Refine results
Review results
with your coach
Fine tune your Brand
Builder action plan
Complete Values
Profiler — again!
Invest in additional
personal development
Revisit and refine your
personal brand statement
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Build your brand: Essential strategies for uncovering your true value
Building Your Brand
Natixis Global Asset Management is a partner and a
TEAM with:
• Ideas
• Tools
• Training
• Resources
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Build your brand: Essential strategies for uncovering your true value
Advisor Academy Seminars
Build your brand
Essential strategies for uncovering
your true value
Build your ideal practice
Strategies to help take your
practice to the next level
Face to face
Proactive communication strategies
for volatile times
Talk/Listen
Four principles of effective
client communication
The referral generator
Acquire ideal clients through existing ones
Portfolio construction in a new
era of risk
How alternatives may help enhance
portfolio diversification and
better manage risk
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Build your brand: Essential strategies for uncovering your true value
Fight the fear
Strategies for confident investing
Taking control of your retirement
A guide to investing for the next stage of life
To learn more, call 800-862-4863 or visit ngam.natixis.com
Natixis Global Asset Management consists of Natixis Global Asset Management, S.A., NGAM Distribution,
L.P., NGAM Advisors, L.P., NGAM International, LLC, NGAM, S.A., and NGAM, S.A.’s business development
units across the globe, each of which is an affiliate of Natixis Global Asset Management, S.A. The
affiliated investment managers and distribution companies are each an affiliate of Natixis Global Asset
Management, S.A.
This material should not be considered a solicitation to buy or an offer to sell any product or service
to any person in any jurisdiction where such activity would be unlawful.
NGAM Distribution, L.P. is located at 399 Boylston Street, Boston, MA 02116.
FOR INVESTMENT PROFESSIONAL USE ONLY
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Build your brand: Essential strategies for uncovering your true value
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