ESG is not fit for purpose

The recent Financial Services Forum posed the following question: ‘Is ESG still fit for purpose?’ By the end of the morning, the overarching consensus seemed to be “no”.  That is not to say ESG is not fit for purpose from an investment perspective - rather from a marketing one.   The reason for this is actually quite simple - ‘ESG’ as an acronym, as a concept, is too abstract.  

05 June 3 mins

The benefits of flexible working hours and top tips

In a recent poll we asked you to choose the most impactful thing employers can do to improve…

02 June 4 mins

The AI Experiment part 1: Can one tool create a complete social campaign?

We've all been hearing a lot about the wonders of artificial intelligence (AI) recently, which got the White…

04 May 7 mins

The Investment Marketing Scoop: Measuring CX

As a concept, Customer Experience (CX) is famously woolly and resistant to tangible measurement. However, it's clear that…

18 April 2 mins

Tune in to Auditory Marketing

Have you ever caught yourself humming a popular song or catchy tune you’ve heard in a radio jingle or on the TV? All the time, if you’re anything like me.

11 April 3 mins

The Investment Marketing Scoop: Selling the brand inside

Firstly, let’s examine the definition of internal marketing: the promotion of a brand’s vision, objectives, products and services to its employees.

20 March 2 mins

The Investment Marketing Scoop: Culture competition

It’s something we hear mentioned often during our brand articulation and messaging work at White Marble Consulting: “People work here because of our culture; it is a key differentiator for us”.  

14 March 3 mins

Exploring Chat GPT: The AI Chatbot Making Waves in the Marketing World

Recently, there has been a great deal of discussion online about a new artificial intelligence software called ChatGPT. It is believed by some that the software represents a revolutionary breakthrough, whereas others are more critical and view it with skepticism.

22 December 5 mins

The FTX collapse and how to market a gold rush

Recent weeks have been dominated by the much-publicised collapse of the Bahamas-headquartered FTX, the world’s third-largest cryptocurrency exchange in terms of volume.

22 December 3 mins

COP 27: A financial marketer’s perspective

As the smoke clears from a tumultuous two-week period of discussions, events and announcements in Sharm el-Sheikh, we reflect on the COP27 summit and how its outcomes relate to the asset management sector.

14 December 4 mins