Brand in the balance: how institutional investors are rethinking what drives selection

As the institutional investment landscape evolves, one question grows louder:
Does brand still matter?

Our recent webinar, “Winning Minds & Market Share: How Brand Shapes Institutional Manager Selection in Europe,” brought together marketing leaders, researchers, and practitioners to unpack this very topic – backed by live polling and fresh insights.

Here’s what we learned:

Unprompted brand recall is king
71% of attendees said unprompted brand recall is the strongest predictor of buying propensity. That means being top-of-mind – not just top-of-list – is crucial.

Price isn’t the only factor
94% disagreed with the idea that price alone drives decisions, confirming that value, trust and differentiation play a big role.

Brand isn’t dead
87% rejected the idea that consolidation signals the end of institutional branding. Quite the opposite: as the market tightens, your brand must work harder.

Quote of the session?
“The brand is like the air we breathe – vital, vivid, often overlooked.”

We also explored:

• How institutional buyers interpret ESG today, with regional nuances across France and the UK

• The role of segmentation (yes, it can be overdone)

• Why sales teams aren’t the brand – but brand consistency matters

• How AI is set to transform institutional marketing: from lead insight to real-time campaign ROI

If you missed the webinar, we’re offering tailored 1:1 walkthroughs of our anonymised research and sharing our Institutional Brand Building Toolkit.

Please contact us to learn more.

More insights are on the way so stay tuned for our next event – and let’s keep the conversation going.