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Wealth Management: Creating a New Brand Case Study - Version A

Brand Positioning for Financial Services

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Brand positioning spec strategy for a financial services consultancy

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Page 1: Brand Positioning for Financial Services

Wealth Management: Creating a New Brand

Case Study - Version A

Page 2: Brand Positioning for Financial Services

The Culture of Stars

Page 3: Brand Positioning for Financial Services

in the universe.

The is the most visible icon

Page 4: Brand Positioning for Financial Services

Its energy provides vision as we seek our future in

new frontiers.

Page 5: Brand Positioning for Financial Services

Man has used the sky to conquer the world,

to get from A to B.

Page 6: Brand Positioning for Financial Services

By looking upward he progressed.

Page 7: Brand Positioning for Financial Services

Constellations are ancient strategic mapping

systems of stars, designed to aid decision making.

Page 8: Brand Positioning for Financial Services

The most powerful stars are clusters. Patterns

formed by the most prominent stars in the galaxy.

Page 9: Brand Positioning for Financial Services

Their tremendous energy is created by mutual

gravitational power.

Page 10: Brand Positioning for Financial Services

Today, Constellation Sports Marketing has

created a new galaxy for human stars to burn

brighter and longer than ever…

Page 11: Brand Positioning for Financial Services

A wealth management advisory for the

professional celebrity, with a singular vision:

future potential.

Page 12: Brand Positioning for Financial Services

Our investment strategies discover eternal

investment horizons for future financial security.

Page 13: Brand Positioning for Financial Services

With 10 billion trillion stars in the universe, only

Constellation advises the most prominent.

Page 14: Brand Positioning for Financial Services

We’ve aligned the stars to create the brightest

constellation of human and financial potential in

the universe.

Page 15: Brand Positioning for Financial Services

Advising the Modern Celebrity

3 Truths

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1. Money Does Not Come with a Manual.

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2. You Have More to Lose than the ‘Other’ Guy.

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3. Your True Earning Ability is Concentrated.

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Advising the Modern Celebrity

1 Reality

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Time

Rel

ativ

e E

arni

ng P

oten

tial

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Advising the Modern Celebrity

Proof

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Within 3.5 years of post-retirement almost 50% of NBAand NFL players are under financial duress.

$2.9MM/5.6 Seasons $3.4MM/4.7 Seasons $1.8MM/3.5 Seasons $2.1MM/5.5 Seasons

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Pay-for-Performance professional are only as good astheir last competition. There are no guarantees.

Variable Variable Variable Variable

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Planning for the future is not the current focus, playingthe game is…

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Advising the Modern Celebrity

4 Classic Mistakes

Page 26: Brand Positioning for Financial Services

1. Ill-advised Investments in Start-Ups.

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2. Ponzi Schemes & Money for Nothing.

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3. Lack of Business Acumen and Competency.

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4. Investing in Illiquid Assets.

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Advising the Modern Celebrity

Hall of Fame

Page 31: Brand Positioning for Financial Services

ELTE: $20MMBankruptcy: 2007

John Arne Riis

ELTE: $60MMBankruptcy: 2005

Kenny Anderson

ELTE: $120MMSeeking Employment

Scotty Pippen Mushin Muhammad

ELTE: $20MMSelling home on eBay

Marion Jones

ELTE: $20MMIncarcerated: 2007

ELTE: $50MMForeclosure: 2008

Latrell Sprewell

ELTE: $130MMBankruptcy: 2008

Michael Vick

ELTE: $5MMDied in 2002 broke

Dick “Night Train” Lane

ELTE: $100MMDrunk and broke

George Best

ELTE: $400MMNet Worth <$5MM

Mike Tyson

10 9 8 7 6

5 4 3 2 1