Where product differentiation often borders on the impossible (particularly in some sectors such as asset management), thought leadership provides a medium for clear, insightful and thought-provoking content that clearly distinguishes you and your company. In fact, "thought leadership" is among the most inescapable - and misused - buzzwords in the industry. Yet used well, it remains a particular effective tool for marketing in asset management. But before we address why and how, we ask: What is thought leadership? Why does it matter? And then to consider: Top Tips for getting it right.
Rob Davies, Head of Public Relations and Thought Leadership, Aviva Investors
Niels Footman, Head of Marketing, CopyLab
Laura O'Connell, Managing Partner, Instinctif Partners