Influx

Brands in the world of financial investing are a pretty conservative bunch, fond of their logos intelligently crafted from the safe and trustworthy blue and green Pantone hues and communication targeted with laser-like focus on the Baby Boomer crowd. When we see their print and television advertising, it’s mostly comprises images of smiling silver hairs walking hand-in-hand happily in the mountains.

However, all of the brands in the market understand that the next big opportunity lies with Gen X, but they are taking time to craft their strategies, making sure they get them right and the image doesn’t conflict with that of the parent brand.

These are ideal conditions for the emergence of an upstart, in the form of the perfectly named Thrasher, not a skate magazine, a grunge band, but a mutual fund.

A fund focused single-mindedly on the cool Xers, yep the same ones, who were singing along to Beck’s Loser and were never supposed to confirm to the ideals of the Baby-Boomers.

Thrasher appears to know these people, what they look like, what they want to hear, but more than that, they know what they want in cool brands. Thrasher’s fund let’s Xers invest in the brands they love and spend most of your money on; H&M, Louis Vuitton, Nike, Microsoft?, Bank of America, American Apparel, Chevron?,etc. It remains to be see if Thrasher’s bold entry forces the hand of the establishment players to throw their hats into the ring and launch their own Xtreme funds.

Via American Madness

Posted by Ed Cotton