What is Generative Engine Optimisation?

Generative Engine Optimisation (GEO) is a content strategy designed for AI-powered search engines like ChatGPT, Google SGE, and Perplexity. Unlike traditional SEO, which focuses on rankings in search results, GEO focuses on visibility inside AI-generated answers.

• Seer Interactive reports brands that applied GEO saw 40% more inclusion in generative search responses

Why does GEO matter?

• AI is becoming the default search tool: Gartner predicts 70% of search traffic will be powered by generative AI by 2028.

• Generative engines don’t just rank pages, they summarise, paraphrase, and cite.

• If your content isn’t structured to be machine-readable, it risks invisibility.

As Mahesh Chand says, in this C# Corner article  

So how do generative engines process content?

AI engines:

1. Retrieve relevant content chunks.

2. Summarise into natural language.

3. Cite or paraphrase trusted sources.

Dense, unstructured articles get skipped. Structured, chunked answers are easier to retrieve and cite.

Example outline for GEO-optimised content

1. Quick answer

2. What is GEO?

3. Why does it matter?

4. How generative engines work

5. GEO playbook (9 structural rules)

6. Example Q&A / FAQ section

7. Tools to implement GEO (schema generators, content audits)

8. Measurement and KPIs

9. References and sources

How to measure GEO success

Traditional SEO metrics (rankings, CTR) are not enough. New GEO metrics include:

• Share of Answer (SoA): % of queries where your content is cited.

• Citation impressions: number of times your content is pulled into AI answers.

• Engine coverage: how many AI platforms (ChatGPT, Gemini, Perplexity) cite you.

• Sentiment of citation: positive, neutral, or critical context.

In summary

Generative engines are rewriting the rules of visibility. To succeed:

• Start each section with a clear, direct answer.

• Structure content for machines with Q&A, lists, and schema.

• Signal authority with stats, quotes, and sources.

• Track new GEO metrics, not just old SEO ones.

The brands that embrace GEO now will own the generative search landscape of tomorrow.

FAQ: Generative Engine Optimisation (GEO)

1: What is Generative Engine Optimisation?
A: Generative Engine Optimisation (GEO) is the process of structuring content so AI search engines can easily understand, summarise, and cite it in their responses.

2: How is GEO different from SEO?
A: SEO focuses on ranking pages in search engines like Google. GEO focuses on visibility inside AI-generated answers.

3: Why is GEO important in 2025?
A: Gartner predicts 70% of search traffic will be powered by generative AI by 2028. Content not optimised for GEO risks being invisible.

4: What type of content do generative engines prefer?
A: Engines prefer short, well-structured chunks, lists, tables, statistics, and Q&A formats over long narrative text.

5: How can I make my content AI-friendly?
A: Use query-style headings, answer first in each section, add stats and expert quotes, break up content with lists, and embed FAQ sections.

6: Do expert quotes help with GEO?
A: Yes. Quotes signal authority. AI engines are more likely to cite trusted expert opinions alongside statistics.

7: What role does structured data play in GEO?
A: Schema markup (FAQPage, HowTo, Article) helps engines interpret your content and boosts its chance of being cited.

8: How often should I refresh content for GEO?
A: Refresh and timestamp content every 3–6 months to maintain freshness and trustworthiness for AI citations.

9: What are the main GEO success metrics?
A: Share of Answer (SoA), citation impressions, engine coverage across platforms, and sentiment of citation.

10: Can GEO replace SEO?
A: No. SEO remains vital for traditional search visibility, but GEO is an essential layer to ensure inclusion in AI-driven search results.

[For full disclosure: The author used Perplexity to research this article while the podcast was created using ElevenLabs]

The post How to structure content for Generative Engine Optimisation (GEO) appeared first on Financial Marketer.

For more than a decade, hashtags were the currency of Instagram reach. Slap on 10-15 tags and your post could land on new feeds, rack up likes, and even go viral. But in 2025, the hashtag era is over.

Instagram CEO Adam Mosseri has been blunt about hashtags’ decline. In multiple interviews, he’s stated:

Translation? They don’t get you more reach, followers, or engagement. At best, they just label your content.

The numbers don’t lie

Once considered the magic growth hack, hashtags now deliver less impact:

• A Social Insider study found that Instagram posts with hashtags in the caption have no statistically significant increase in reach or engagement compared to posts without.
• HubSpot data shows that Instagram engagement rates have fallen by more than 30% since 2019 – hashtags haven’t slowed the drop.
• In 2024, Instagram even removed the option to follow hashtags in your feed, a clear signal they’re no longer part of discovery.

Next-level strategy, what actually works now

Instagram’s algorithm has evolved beyond hashtags. What drives visibility in 2025:

• Engagement signals – saves, shares, comments, and watch time are now the strongest predictors of reach.
• SEO-style captions – posts with clear, keyword-rich descriptions rank higher in Instagram search and Explore.
• AI content recognition – the platform now “reads” your images, captions, and even ALT text to categorise posts.
• Format choice – Reels dominate reach, outperforming photos by 2x on average.

So… are hashtags completely dead?

Not 100%. They still:

• Provide lightweight categorisation for topics.
• Can be useful in branded campaigns or live events.
• Support search if users still look for them.
• And on LinkedIn, hashtags can still help surface content, but they work best when limited to a few highly relevant tags.

But as a discovery strategy? They’re less effective than they once were.

So what now?

Hashtags had their moment, but they’re relics of the past for Instagram, their own CEO says so, and the stats back it up.

Instead of chasing hashtags, brands should:

• Focus on content quality and engagement triggers.
• Treat captions like search-optimised micro-blogs.
• Leverage ALT text, geo-tags, and Reels to get picked up by the algorithm.

The hashtag may not rest in peace, but as a growth tool, it’s dead and buried.

If you enjoyed this article and would like to know more contact The Dubs Agency we’d love to help.

[For full disclosure: The author used Perplexity to research this article while the podcast was created using ElevenLabs]

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Trust is hard to earn in finance. Words like “invest” or “retirement” can feel cold. People crave real voices. That’s why influencers, especially “finfluencers” matter now.

What finfluencers bring

Finfluencers share advice, they simplify complicated topics, they build trust with their followers, they make financial talk feel personal and clear. And that’s a win when trust is low.

In fact, Fidelity found nearly half of UK investors now use social media and finfluencers for financial tips, many skipping professional advisors entirely. This shows the potential reach finfluencers have and also signals a shift in how people learn about money.

But trust has a flip side

Not all influencers know finance deeply. Some miss the line between help and hype. A UK study from arXiv says many finfluencers lack formal qualifications and can share risky advice.

Brands need to be careful, clear rules and governance are vital. The Times reports that the FCA in the UK is cracking down on get-rich-quick posts and unverified advice.

What the research shows

Influencer marketing in finance is real. It can shape decisions and even stock prices. An academic study published in European Financial Management found that big influencers can move markets, it analysed 16 million Instagram posts and found that strongly worded posts by mega influencers (those with more than one million followers) can sway a company’s stock price by approximately 0.5% the next day. However, this impact fades quickly, vanishing within about four trading days. And on the B2B side, LinkedIn found 82% of buyers are influenced by industry influencers and 79% interact with them each month.

How to use influencers wisely

• Pick influencers who explain things simply and well.
• Keep messages clear, not full of jargon.
• Make sure they understand your product.
• Work with them on a clear brief. That reduces risk and builds quality.

Take compliance seriously. Don’t rely on influencers alone. And give them the rules.

Quick dos and don’ts

Do:

• Use finfluencers to reach younger or digital-first people

• Seek content that educates, not just sells

• Monitor compliance and reputational risk

Don’t:

• Assume all influencers are financial experts

• Skip legal checks

• Forget to measure impact, views don’t always equal trust

Influencers can help financial brands be relatable and connect better, but it’s critical to stay honest and clear. Trust is earned one conversation at a time.

If you liked this article and want to know more contact The Dubs Agency we’d love to help.

The post Why finfluencers matter more than ever in finance appeared first on Financial Marketer.

The Changing Landscape of B2B Finance Marketing

The B2B finance sector has traditionally relied on conventional marketing approaches like direct sales, display advertising and industry events to generate awareness. However in recent years financial institutions have transitioned to digital channels to reach target audiences.

Influencers are part of what’s become known as the Creator Economy and is powered by platforms like YouTube, Instagram, and LinkedIn. Its scale is now undeniable with Goldman Sachs projecting it reaching a staggering US$500 billion by 2027. 

This opens up new opportunities for B2B finance brands to leverage relevant influencers who can credibly convey financial concepts to their followers. 

Financial institutions should take note that 75% of B2B brands currently use influencer marketing according to a global report by advertising and public relations agency Ogilvy.

The Ogilvy report also found 93% of B2B Chief Marketing Officers (CMOs) are planning to increase their use of influencers. 

“Carefully selected Influencer partnerships now play an integral role in how businesses consume, verify and act on information. “ Titus said.

It is also now clear that finance influencers are relevant at all levels of the industry, from the obvious adoption by retail finance brands and fintech, right through to the sophisticated investor environment of institutional investing.

As reported in the Financial Marketer, a Brunswick Digital Investor Survey found that 88% of institutional investors have made recommendations or decisions based on digital or social media information. 

This statistic underscores the growing importance of digital channels in institutional investment decision-making, with LinkedIn rated just under corporate investor relations websites as the most important source of information.

Further, LinkedIn’s Research indicates that 44% of institutional investors consume content based on the individual who produced it, while 24% connect with leading voices to help shape their views. 

This personalisation of financial information consumption demonstrates how individual influencers have penetrated even sophisticated institutional investment processes.  

So what makes a B2B influencer? While B2C is about trendsetting in the B2B space an influencer needs credible expertise and proven experience so they can contribute to professional industry opinion.

They come in the form of thought leaders, subject matter experts, academics, business leaders, and from finance companies own staff such as chief investment officers (CIOs).

However, the Ogilvy report points out B2B brands need to choose talent wisely and carefully select influencers whose “voice and values” fit with the brand.

Further, the CMO of Schroders, Beth Saint, highlights individualism is important for finance brands to stand out in a world swamped with content.

“Whether your Influencers are your employees, or your customers, the individual is critical for brands to be recognised now.” Saint said.

The rise of financial influencers

Unsurprisingly, LinkedIn has emerged as the hub for B2B financial thought leadership, hosting a diverse ecosystem of finance professionals who have built substantial followings through their specialist knowledge and insights. 

These influencers range from corporate executives, industry experts, and chief investment officers, each bringing informed perspectives to the financial arena.

Oana Labes stands out with more than 375,000 LinkedIn followers and is known for her ability to create detailed infographics that break down complex financial matters for a broad audience. 

The Chief Commercial Officer at the Business Partnering Institute, Anders Liu-Lindberg, has amassed more than 410,000 LinkedIn followers by providing actionable advice to finance professionals.

Prominent venture capitalist Hunter Walk, with more than 870,000 LinkedIn followers, shares funding strategies and start-up culture with entrepreneurs and investors alike.  

But LinkedIn is not the only place for finance influencers with other social platforms catering to other audience demographics.

Instagram has become home to several mega-influencers, including Vivian Tu with 3.3 million followers, Tori Dunlap 2.2 million followers, and Haley Sacks, known as “Mrs. Dow Jones” 1.2 million followers. 

While these influencers often focus on personal finance, many have successfully crossed over into B2B partnerships, bringing financial literacy concepts to business audiences.

Successful B2B finance influencer partnerships

Several financial institutions and fintech companies have pioneered innovative approaches to B2B influencer marketing, creating campaigns that demonstrate the evolving sophistication of these partnerships.

For example, global alternative investments asset manager Man Group partnered with Eddie Donmez of Creative Capital with more than 265,000 LinkedIn followers.  During a few months campaign Donmez created videos and content posts highlighting Man Group with each post attracting at least hundreds and up to thousands of audience interactions and comments.

[Full disclosure: Man Group is a client of finance marketing group The Dubs Agency and is the publisher of Financial Marketer]

Another example comes from financial services technology provider, FIS, which created the #Finpact program which paired internal FIS subject matter experts with reputable industry leaders such as American fintech industry banker Theodora Lau to develop thought leadership content on securities & investments, insurance, and financial institutions. 

Even traditional financial institutions like American Express have embraced influencer marketing. But rather than relying on finance experts, American Express selected influential bloggers from the design and lifestyle sectors to support small enterprises in promoting AmEx credit cards through video tutorials.

Future trends in B2B finance influencer marketing

B2B influencer finance marketing is being led by several emerging trends that deliver authenticity, strategic relationships, and multi-platform engagement.

Authenticity is the bedrock of any successful B2B influencer campaign. B2B finance decision-makers quickly filter out overt promotional content but do respond to real expertise and useful insights according to B2B content-creator platform MarketScale. 

In B2B marketing long-term relationship building is more important than one-off campaigns as finance brands recognize the compound benefits of sustained influencer partnerships. 

These enduring relationships also help finance brands weather market volatility and regulatory changes by maintaining consistent, trusted voices in the marketplace.

Multi-platform content distribution strategies are key as different social channels serve distinct purposes in the B2B buyer journey. 

While LinkedIn remains the dominant platform for professional thought leadership, Gartner marketing research indicates YouTube influences up to 65% of B2B purchase decisions. 

This has prompted finance brands to develop integrated influencer strategies that leverage the unique strengths of each platform – LinkedIn for professional credibility, YouTube for detailed explanations, and where relevant, Instagram or TikTok for broader awareness.

This all means finance brands are focused on addressing the challenges of B2B influencer marketing in their sector. These include navigating regulatory environments, maintaining compliance standards in influencer content, and measuring the business impact of influence beyond vanity metrics. 

Leading finance marketers are developing specialized frameworks for influencer selection, content oversight, and performance measurement that account for these industry-specific considerations.

Do you need help with finance influencer marketing? 

Navigating the complexities of finance influencer marketing can feel daunting for marketing teams that have not done this before. Even marketers who have started using influencers in some form may be unsure if they are using the right influencers effectively for their finance brand.

If you relate to either of these statements, then The Dubs Agency finance marketing experts would love to speak with you because we can help. Contact Us to start a conversation.

The post The evolution of B2B finance influencer marketing appeared first on Financial Marketer.

Asset managers are responding with content marketing to build brand trust and differentiate their offerings with diverse investor target groups. The market environment now requires integrated marketing strategies with asset managers scrutinizing which digital platforms best deliver and localise their thought leadership content throughout Asia to actively engage clients. 

Be where your clients are online 

As a result, Asian asset managers are creating content specifically for digital platforms that closely align with regional user behaviour. For example YouTube dominates in markets like Singapore, where 90% of the population uses the platform daily.

Fidelity Investments Singapore has tapped this opportunity and generated more than 2.6 million views since 2021 through market update videos that blend macroeconomic analysis with actionable investor insights. These videos cater to financially sophisticated audiences seeking real-time investment guidance, positioning Fidelity as a trusted source amid market volatility.

Meanwhile at the entry-level of the investor scale, Instagram’s younger demographic (85% of Singaporean users are aged 16–24) has prompted Singaporean bank UOB Group to adopt visually driven, educational content. UOB’s “ASEAN story” campaign simplifies complex financial topics, targeting first-time investors with bite-sized tutorials. This strategy builds brand affinity and kickstarts long-term client relationships by addressing the financial literacy gap among younger audiences.

Let AI crunch the data to hyper-personalise client content

Generative AI is reshaping content marketing by enabling hyper-personalised client interactions. Accenture’s 2024 analysis highlights 50% of Asian investors seek tailored content such as AI analsyed client portfolios to generate customised reports. 

A great example of this is HSBC leveraging tokenization to create personalized investment strategies for high net-worth individuals (HNWIs) and show this with dynamic content that adapts to individual risk profiles.

Innovation like this better serves the client while reducing operational costs by automating routine communication.

Other advice for financial marketers can be found closer to home with Aberdeen Investments senior digital marketing manager in Singapore, Jave Lin, explaining how he has fused the power of AI with video marketing to become a marketing industry influencer in his own right while taking these key learnings back into his day job at Aberdeen.     

Lin says video marketing and AI are two of the hottest trends shaping the future of marketing. As these two powerful forces converge, marketers are exploring innovative ways to leverage AI to streamline and enhance their video marketing efforts. But he cautioned AI is not the universal problem solver.

“It’s crucial to remember AI should be seen as a powerful tool to augment human creativity and expertise, not as a complete replacement.” said Lin.

What makes good thought leadership and how to use it

Thought leadership is the process of creating and sharing expert insights via innovative content to build credibility and authority. In the finance industry providing in-depth research remains a cornerstone of thought leadership. 

As reported in Asia Asset Management, Principal Asset Management’s Greater China Equity Fund, which has outperformed its benchmark by 86% since 2007, attributes its success to “thought leadership through early identification of growth prospects”. 

The firm publishes quarterly whitepapers analyzing sectoral trends, such as the impact of China’s regulatory reforms on tech equities, to position itself as a market authority. 

An example of award-winning thought leadership comes from Aviva Investors with it’s annually released “Little Book of Data” which uses beautiful data visualisations and charts to illustrate the forces shaping the investment landscape.

Aviva states while it’s critical to have the data necessary to arrive at the right outcomes. “But data is not enough on its own. To be valuable, it must be organised and presented clearly and accurately. Good data visualisation can help with this by illustrating important themes and highlighting overlooked trends.” 

[Full disclosure: “Little Book Of Data” is made by the publisher of this industry blog and finance marketing group – The Dubs Agency, using Aviva Investors research and data.] 

Turning regulatory compliance into educational content

Asset management as an industry is inherently soaked in complex regulatory compliance issues. Added to this Asia has pain points from fragmented regional regulations and cross-border enforcement issues. 

Groups such as Waystone, which provide institutional governance and compliance services to the asset management industry, turn their industry knowledge into thought leadership content to showcase their expertise and be recognised as industry leaders. 

An example of this is how Waystone uses webinars to demystify complex issues such as AML/KYC best practices to educate asset managers on how to build trust with institutional clients navigating Asia’s regulatory regimes.

Leading investor conversation on investment innovations

Asset managers can show genuine competitive difference by leading industry conversations around cutting edge investment innovations. For example, HSBC’s 2025 whitepaper in partnership with Calastone, Marketnode and Northern Trust, on tokenized portfolios illustrates how blockchainfractional ownership appeals to Asia’s HNWIs, by giving them ready access to illiquid assets like private equity. 

Content marketing around tokenization educates investors on benefits such as enhanced liquidity and transparency, differentiating HSBC in the market by demonstrating the benefit of being an early adopter in a competitive market.

Building Asian and global investment brands

According to the Global Head of Marketing & Sales at Korea’s Mirae Asset Global Investments, Blair Abbott, successfully building an investment brand in the highly competitive and constantly shifting landscape where capturing investor attention is the prize requires crafting a powerful story and articulating its value proposition.

The challenge was to take Mirae’s position as the leading Korean ETF provider and build it into a recognised global ETF major player. Mirae is now the world’s 12th largest ETF provider with US$140 billion in assets under management (AUM)

Abbott points out that as the battle for investor attention has increasingly shifted online, digital engagement with investors has become the new frontier. 

He said that by leveraging cutting-edge digital tools such as data analytics, targeted content delivery, and AI, asset management brands can engage with investors in meaningful and memorable ways.

“In 2025 and beyond, a firm must navigate the digital landscape cleverly, analyzing investor behaviours through sophisticated data analytics to craft strategies that effectively capture attention in a crowded marketplace. AI-powered tools enhance marketing efforts efficiency and creativity, enabling more dynamic and responsive interactions with investors.” Abbott. 

 What this all means for asset managers

Asian asset managers face equally important and competing challenges. They must navigate a fragmented regulatory landscape and capture investor opportunities in the world’s fastest-growing wealth market. 

Content marketing has emerged as a vital tool for asset managers to promote thought leadership and foster client trust through data-driven research and harness digital innovations like AI hyper-personalisation and tokenization.

Partnering with finance marketing experts: The Dubs Agency

Navigating the complexities of financial digital marketing is daunting. At The Dubs Agency, we specialise in helping B2B finance brands unlock the full potential of strategic digital marketing. From data-driven campaigns to personalised lead-gen strategies, we deliver results you can measure. Ready to transform your marketing efforts? Contact The Dubs Agency today to learn how we can help.

The post How Asian asset managers are mastering thought leadership content marketing in volatile times appeared first on Financial Marketer.

This story is not just about growth and transformation but is deeply rooted in the brand’s ethos – a commitment to excellence, integrity, and the relentless pursuit of what is right for investors. 

It is a brand’s journey of evolving from a local pioneer to a global innovator and competitor, resonating with investors across continents.

A Vision for Global Expansion

Every great strategy is birthed from a vision. For Mirae Asset Global Investments, this vision was rooted in the ambition to expand beyond borders and become a trusted name internationally, known for providing investors with dynamic investment solutions across asset classes.

Within the strategic expansion roadmap, the firm identified and understood the importance that ETFs would have on the industry and for investors. The journey of building a global ETF platform started in 2011, launching its first ETFs outside of Korea on the Hong Kong Stock Exchange. 

That same year saw the acquisition of Horizons ETFs in Canada. In the coming years, we focused on identifying opportunities for organic growth, which were fueled by ingenuity and a deep understanding of emerging trends and investor needs, developing innovative products that catered to investors’ demands, establishing a strong foundation, and showcasing the brand’s commitment to meeting clients’ expectations.

Yet, to truly accelerate growth, additional strategic acquisitions and partnerships were essential. The coming years saw multiple key acquisitions and partnerships, with the company swiftly gaining a foothold in new markets. This included the acquisition of Global X in 2018 and a joint venture partnership with Daiwa to launch Global X Japan in 2019.

By adopting deep local market knowledge and strengths with our global framework, Mirae Asset transformed its ETF business and brand, making it locally relevant and globally consistent, aligning the various brands under a unified global identity — a critical milestone in its expansive journey.

By 2024, Mirae Asset’s ETF platform had expanded to more than 600 ETFs across 13 markets. What began as a leading Korean player into the world’s 12th largest ETF provider, with over $140 billion in AUM — an extraordinary 14x growth since early 2017. ETFs now account for approximately half of the firm’s $256 billion in asset management AUM.

The Challenge: Aligning Corporate Identity

As the brand’s portfolio of businesses grew, so did the complexity of maintaining a consistent identity within a layered brand architecture. This is where the benefits and impact of corporate endorsement become crucial. 

The challenge lies in aligning newly acquired entities with the overarching corporate brand without diluting the unique qualities that made them successful in their own right. ETF Securities is a recent example of this, where we shortly rebranded them to Global X while leveraging their strengths and past success as a strong foundation to launch the Global X brand in Australia.

It’s akin to bringing diverse characters in a story under one banner, ensuring each contributes to the broader ETF narrative while retaining individuality. Successfully navigating this alignment strengthens the brand’s global reputation and fosters a sense of unity and shared purpose across businesses and teams.

This process necessitates meticulous coordination between local and global teams. In each market, the brand must position itself not just as a local provider and leader but also as part of a franchise with a vast offering of products and solutions. Leveraging the local expertise of acquired companies while consistently upholding the global brand’s values and standards is paramount.

In recent years, we have focused on consolidating brands and streamlining our global ETF presence. Moving from four distinct ETF brands just a few years ago – including Global X, Horizons ETFs, TIGER ETF, and Mirae Asset to now three, with Global X,  TIGER ETF, and Mirae Asset, continuing to contribute uniquely to the brand’s global tapestry and identity.

Through this strategic rebranding, key markets like Australia, Brazil and Canada have been unified under the Global X brand, strengthening our global presence and investor recognition.

The Strategy: Integrating Growth across All Fronts

As the narrative unfolds, the brand’s journey is propelled by a holistic approach to growth, integrating product, marketing, distribution, and corporate development across all fronts. It is not enough to execute within each function; purposeful and strategic actions ensure that every move contributes to the larger goal of establishing a robust and resilient global presence.

Envision the brand as a well-oiled machine, where marketing campaigns are finely tuned to resonate with diverse audiences, distribution strategies are optimized to ensure products reach the right markets effectively, and corporate development initiatives that support and enhance both. This integrated strategy ensures that the brand does not just grow—it thrives, becoming a recognized and respected name in the global ETF market.

This approach also acknowledges that markets are continually evolving—ETFs and their use are changing, portfolio construction methodologies are becoming more sophisticated, and access to private markets is expanding. Staying attuned to these developments enables the brand to adapt its strategies proactively, ensuring relevance and competitiveness in an ever-changing financial landscape.

The Digital Arena: Capturing Investor Attention and Advocacy

In today’s fast-paced world, technology evolves at a frantic pace, fundamentally transforming how businesses operate and interact with their audiences. For a global ETF franchise, embracing technology is not just advantageous—it’s essential.

The battle for investor attention has increasingly shifted online, making digital engagement the new frontier. Leveraging cutting-edge digital tools—such as data analytics, targeted content delivery, automation, and artificial intelligence—the brand can engage with investors in meaningful and memorable ways.

In 2025 and beyond, a firm must navigate the digital landscape cleverly, analyzing investor behaviours through sophisticated data analytics to craft strategies that effectively capture attention in a crowded marketplace. AI-powered tools enhance marketing efforts’ efficiency and creativity, enabling more dynamic and responsive interactions with investors.

In an industry where trust and expertise are paramount, becoming a thought leader is vital to differentiating the brand and building deeper relationships with investors. By utilizing AI and big data, investment managers can generate insightful market analysis, research & insights to position themselves as trusted authorities.

This digital acuity is a pivotal aspect of the brand’s journey, demonstrating its ability to evolve and remain relevant amidst technological advancements that impact not only the technical aspects of marketing and distribution but also the qualitative facets, such as storytelling and brand engagement. Through technology, the firm can amplify its voice in the industry, setting the agenda for future trends and becoming a go-to source for insights, thereby solidifying its status as a global thought leader in investment management.

The Identity: Building and Supporting Brand Personality and Consistency

As the brand grows and adapts, its personality becomes more defined and distinctive. Mirae Asset and Global X have evolved into a formidable competitor known for their innovation, boldness and unwavering commitment to their customers. 

However, with expansion comes the challenge of maintaining message consistency across diverse and dynamic markets.

Imagine a brand that speaks multiple languages yet maintains one cohesive voice. Whether in New York, Tokyo, or Sydney, the brand’s core message remains consistent, while its delivery is adapted to resonate with local cultures and investor behaviours. 

Recognizing that investors’ habits and behaviours are continually changing—influenced by how they search, research, and select products—the brand’s communication strategies must be flexible and insightful.

Achieving this balance between consistency and localization solidifies the brand’s identity on the global stage, ensuring it is recognizable and relatable, no matter where the story unfolds.

Streamlining Global Synergies and Asset Gathering

As the narrative progresses, the focus shifts to effective execution—streamlining asset-gathering processes and fostering global synergies. Here, the brand’s accumulated experience and insights are leveraged to ensure operations are as efficient as they are effective.

Visualize a brand that operates cohesively across regions, sharing best practices and success stories to enhance performance universally. 

The development and promotion of products become a global strategy rather than a regional effort, driving growth and building investor trust worldwide. This collaborative sharing of knowledge and strategy is crucial for sustaining momentum and maintaining a competitive edge in a rapidly evolving market landscape.

The Heart: Supporting Local Teams and Integrating Vision, Culture, and Image

At the heart of this journey are the people—the local teams who bring the brand to life in various markets. Supporting and empowering these teams is essential as they adapt global strategies to local contexts, ensuring effective and authentic implementation on the ground.

It’s also about cultivating a strong, unified culture. The brand’s vision, philosophy and image must be seamlessly integrated, creating a cohesive identity that resonates with internal and external stakeholders. This unified culture fosters collaboration, innovation, and shared purpose, underpinning the brand’s success and resilience.

The ability and willingness to evolve are fundamental, both at the organizational and individual levels. Encouraging a culture that embraces change and continuous learning ensures that the global teams and people can adapt proactively to emerging trends, challenges, and opportunities, sustaining long-term growth and relevance.

The whole is indeed greater than the sum of its parts. When local teams are supported and empowered, their insights and expertise enhance the global strategy, creating a more robust and dynamic brand presence. 

Each local market contributes its unique strengths and perspectives, which, when integrated with the global framework, produce results far greater than what could be achieved by isolated efforts. This synergy between global vision and local execution drives the brand’s success and builds a cohesive and unified identity that resonates with investors worldwide.

Establishing Global Brand Leadership and its Potential

As the journey matures and progresses, Mirae Asset and Global X stand as a well-integrated, globally recognized ETF provider, having adeptly navigated the complexities of expansion, digital transformation, and brand consistency. A strong global presence, robust investor trust, and a reputation for innovation and excellence mark this success.

Yet, this achievement is not a final destination but a noteworthy milestone. The brand must continue to adapt, innovate, and uphold its core values to maintain and enhance its position. This involves anticipating and responding to future market shifts, evolving investor behaviours, and rapid technological advancements. 

By staying preemptive and forward-thinking, Mirae Asset can continue to fuel its growth and solidify its position as a leading ETF provider in the global market, unlocking its full potential and expanding its influence across diverse regions.

The Ever-Evolving Story

The journey of building and honing a global ETF brand is an ongoing narrative of growth, adaptation, and relentless pursuit of excellence. By maintaining a clear vision, fostering a strong and adaptable corporate culture, and ensuring consistent and resonant global messaging, a brand improves its chances of securing its place amongst global leaders, earning enduring trust and loyalty from investors across continents.

In the ever-changing landscape of ETFs and asset management, your brand is not just a business asset; it’s the narrative that defines your place and impact in the market. It’s the sum of all interactions with your business – products, advertisements, client servicing, and thought leadership. It’s important to remember that every decision, every strategy, every message, and every interaction contributes to the enduring legacy of your brand.

[**Full disclosure: The views and opinions expressed in this publication are those of the author. They do not reflect the views or opinions of any organisation or entity.]

The post Creating a global ETF brand: Mirae Asset’s journey of growth and identity appeared first on Financial Marketer.