WASHINGTON-Most people are familiar with the saying "A Diamond is Forever" and know it is the slogan for De Beers diamond jewelry, as it has been used by the company for the past 59 years.

But can people recite a catchy slogan for a fund company? Clever marketing and branding is missing from the fund industry, yet it is the key to exciting investors about products, according to panelists at the Investment Company Institute's 49th Annual General Membership Meeting here this month.

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