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Point of Difference: The Stanford Financial Group is a one-of-a-kind international group of family-owned, closely
held banking, investment, and banking entities. The Group serves the
wealth-preservation
needs of high net worth individuals and their families directly, or through financial planners and advisors. Benefit:
Unlike typical
investment firms and brokerages, SFG is less concerned with short-term gains or
losses in the market than with long-term growth, absolute returns on
investment, and the preservation of capital. Because it is closely-held
and manages its own development projects, SFG can offer private investment
opportunities unavailable from publicly
scrutinized brokerages and banks. Resistance: Although
SFG is well-known to its 37,000 clients, it maintains a low public profile
and relies largely on referrals to acquire new clients. There may be
hundreds of thousands of prospects who do not readily perceive the difference
between SFG and its larger, better known, and more transparent
competitors. A
succinct image & mission campaign inside its own publications or in
appropriate media could help establish an emotional connection between the
families of SFG and its prospects. ©2003 Peter A. Burkhard |
