Funds will need to think carefully about marketing and branding activities in light of the government's proposed best financial interest amendments which bans the use of member money for branding while adding oversight to marketing spending.
The marketing departments of superannuation funds are facing a growing array of communication choices with the old fashioned press release of declining importance. Delegates at the AIST’s Marketing Ideas Exchange in Melbourne heard from Paul Cheal, general manager and partner at Honner, on how super funds can reach their members through social media or self-publication. […]
A super funds single most important asset is the brand because it defines member relations, a marketing and public relations expert told delegates. Mark Sareff, chief strategy officer of Ogilvy Australia, likened brands to religion saying that super funds needed to move beyond viewing it solely as a logo and realise that it includes the […]