From 1992 to 2010, the number of new products introduced each year in the U.S. grew from about 15,000 to more than 45,000, according to data from the USDA’s Economic Research Service. Since then, the number has continued to rise, which means it’s becoming increasingly difficult to attract new customers and develop a loyal customer base.
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As an investment firm, you’re selling a service – one that’s important for investors with both small and large sums to invest. And you probably are well aware that your firm is not alone; in fact, the world of professional investing can be extremely competitive. Thousands of firms of all sizes are vying for the business of the same customers you hope to attract. And that means you need to be able to demonstrate, in a way that’s meaningful and memorable, why your firm is the best choice. You need a compelling way to define your brand.