What does a good ESG brand look like?

Access the full PDF here or read our blog post below. PDF BR-RIBI white paper 2024 From the lacklustre performance of green funds, regulatory changes, political debates around ESG in the US to the cacophony of rating agencies: responsible investing is increasingly like navigating a maze. Trying to find your way by changing direction every […]

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Create a genuine, differentiated value system. TOP-10 TIPS.

In this paper, we first review the results of the Value System analysis we have undertaken, before outlining some practical recommendations for asset managers interested in improving their approach to creating a stronger Value System.

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Revealed: The AM's Leading on ESG...As the Number of Laggards Grows

A review of the last Citywire Selector article about H&K Responsible Investment Brand Index 2020 which has shone a spotlight on 47 asset managers showing true innovation in this area. Read the article  

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Branding for Asset and Wealth Managers

Branding for Asset and Wealth Managers: The Secret Treasure is in Your DNA The number of asset management M&A deals increased by close to 20% from 2017 to 2018 – and the trend doesn’t seem to stop. On the contrary, the number of transactions was more than 40% higher in Q1 2019 vs Q1 20181. […]

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Asset Managers, Now is Your Chance

There will never be a better time to endorse societal responsibility As countries around Europe start to emerge from lockdown, we find ourselves in a world with just a few certainties and many unknowns. One certainty for sure is that the economic impact of the lockdown was sudden and is profound: while the International Monetary […]

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Revealed: The Fund Houses Genuinely Committed to ESG

Citywire comments on the launch of the H&K Responsible Investment Brand Index, noting purpose driven companies in the lead. Read the article

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The Power of Purpose for the Finance Industry

In today’s globally connected and complex economy, true differentiation on a product or service level is getting ever harder to achieve – not everyone is Apple. Even Tesla is starting to struggle as the incumbent automotive players are catching up with producing similar, if not better, electric cars. For most business leaders, the recognition is […]

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The Power of [Brand] Values for the Finance Industry

“Your core values are the deeply held beliefs that authentically describe your soul.”. John C. Maxwell A ‘value system’ is a coherent set of beliefs and attitudes that influences every part of who we are and how we behave. Values are the deepest parts of what make us human, governing how we see the world […]

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About the Authors

Jean-François Hirschel is the founder and CEO of H-IDEAS, a company which aims at re-establishing trust in the financial world. His professional expertise lies in strategically positioning financial services companies at brand and product level. Hirschel has held senior leadership positions at Société Générale and Unigestion. He holds a MSc from EPFL Lausanne, Switzerland, and has profound knowledge and experience in Institutional, Private and Retail Banking & Asset Management.

Markus Kramer is a partner at Brand Affairs, a specialist consultancy with expertise in strategic positioning and brand building. He holds an MBA from the University of Oxford and is a visiting Senior Fellow in Strategic Brand Management at Cass Business School London. The portfolio of brands he works with include companies such as Aston Martin, Harley-Davidson and many more. Kramer is author of the book The Guiding Purpose Strategy, A Navigational Code for Brand Growth.


Jean-François Hirschel
CEO and Founder
H-Ideas S.A.
Rue de la Cité, 1
1204 Geneva, Switzerland

Phone: +41 22 561 84 12

Markus Kramer
Managing Partner
Brand Affairs AG
Mühlebachstrasse 8
8008 Zurich, Switzerland

Phone: +41 44 254 80 00


The authors accept no liability for the content of the data presented in this document, or for the consequences of any actions taken on the basis of the information provided, unless that information is subsequently confirmed in writing. Any views or opinions presented in this analysis are solely those of the authors.

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