Stansberry Asset Management
Branding

Branding

Repositioning to a new client base

Stansberry Asset Management, an advisory firm that provides informed, active investment management, was looking to expand its client base from individual investors to larger institutions. They turned to SJI to rebrand the company, shifting its messaging and marketing focus away from the Stansberry Research newsletter subscribers the company had founded its business upon. We helped transition the company to a new name, SAM, building out new communications materials, a branded graphic system, and a new website.

CHALLENGE
Stansberry Research, a company specializing in investment research, mostly consisting of newsletters written by various financial editors, had developed a large following in the investing community—but did not offer investment services. Seizing upon that opportunity, Stansberry Asset Management was created to put those findings into action, tapping into the newsletters’ large, dedicated following. When it came time to expand its potential client base beyond those newsletter followers, Stansberry Asset Management needed to be repositioned—and potentially rebranded altogether.

INSIGHT
To maintain its existing customer base while appealing to a new audience of larger investors, we needed to stay true to what had made Stansberry Research followers so loyal, while at the same time elevating the brand—and distancing it from the research company.

APPROACH
We delved deep into the attitudes and emotional drivers of both existing Stansberry Asset Management clients and the new target client base of family offices, institutions, and other high-net-worth individuals. Based on those findings, we developed new brand tenets that would create a solid foundation for the company and position it to appeal to existing and new client bases.

REBRAND
In order to forge an identity distinct from the newsletter it drew insights from, the name was changed from Stansberry Asset Management to simply SAM. A new brand story and voice were developed, built upon the key tenets that resonated with their client base.

We don’t just follow the pack—and neither do our clients. We each pride ourselves on forging our own paths, remaining skeptical of the common consensus, and seeking out asymmetric opportunities.

We proudly put our clients first, treating each as an important individual. We’re dedicated to crafting investment plans to fit their goals and personalities—and also delivering the service and information we’d want if our roles were reversed.

We take care of our clients’ investments, so that they can enjoy what’s most valuable: their free time. Whether they want to spend more time with family, get out of the grind of managing investments, or simply do more of what they love, we’re able to help.

We create portfolios designed to reach clients’ goals—and outperform over time. We take a disciplined, opportunistic approach to value, taking advantage of the best opportunities across all geographies, industries, and asset classes.

WEBSITE
Our audience mapping and customer journey workshops informed the direction of our website redesign process. This strategy served as the foundation for the new site, driving all aspects—from the sitemap to the UX design.

View the Website

LEADING FORWARD
The concept of forward motion became the basis for the development of the company’s new brand guidelines. SAM’s new voice, tone, brand elements, and graphics palette unified the company mission across all brand touchpoints, including collateral such as brochures, strategy sheets, and whitepapers, as well as social media, digital, and print advertising.

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