Utilization of one brand message across channels, often a tried and true staple of popular consumer names, are penetrating mutual fund company board rooms as lead executives explore the gamut of marketing options to distribution channels.

In an international survey last month, which included U.S., European and Asian managers, Cerulli Associates said global fund managers are looking for more control over all business operations, which includes having one brand message, supporting sale distributions and marketing operations.

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.