Blue Chip Journal Issue 76

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Moving brands ing bran A VERY BRIEF HISTORY OF BRANDING Branding has been around, in some form or another, for millennia, writes Adrian Room in Brands: the New Wealth Creators, an influencing work on the topic. “The Greeks and Romans and other large trading nations before them had various ways of promoting goods, and even services, whether they were wines, pots, metals or ointments.” Branding, as we know it, made a quantum leap in the 20th century, causing us all to form deep relationships with brands and products. These relationships have adapted over the years from meeting brands in-store via packaging, through advertising in newspapers, radio and television and now onwards to yet more fragmented and rapid encounters through social media, the web and mobile apps. Soon we’ll even be experiencing branding through augmented reality like that of ‘lenses’, which Google and Apple are launching in 2021. Reimagining the FPI’s brand Today, branding isn’t just about products on shelves, it is interwoven into the essential component of all successful businesses, organisations and even individuals. The FPI is no exception. To herald the start of a new decade, the FPI is embarking on a drive to meet the needs of current members, future custodians of personal finance and consumers throughout Southern Africa. In the coming months, we will be refreshing our brand logo, revitalising our look and feel and modernising the way we interact with our members. Our inclusive digital ecosystem will make it much easier for members and consumers alike to access the deep knowledge pools that reside within the FPI. Our first big test – the digital convention In October 2020, as our commitment to lead the way in both ethics and innovation, the FPI will be taking our convention online. For us, going digital is an opportunity to showcase the great strides 50 www.bluechipdigital.co.za Change is inevitable. The FPI is updating its brand to become more inclusive and accessible to all South Africans we have made in giving our brand a 21st-century makeover. The FPI will be bringing a new edge to the convention calendar by showcasing that even in disruptive times the FPI is innovative and is lean and able to adapt to ensure networking and sharing of information. International will be brought local and those ‘water cooler’ moments will be enjoyed with challengers, trendsetters and policymakers at this ground-breaking digital event. The movement to start enriching the environment through collaboration and continuity is vital. The rebranding process is about so much more than a new communication style – it’s about redefining the responsiveness of the FPI to the needs and requirements of its members as well as to new environments burgeoning globally and staying switched on to change. The movement to start enriching the environment through collaboration and continuity is vital. The way ahead The FPI brand experienced by members and consumers alike will be evoked, not only ensuring that our ethics and professional values are reflected but that the journey of consumer and professional covey a more connected and demonstrative environment to all stakeholders. The FPI is evolving, and we look forward to sharing the next milestones with you in the upcoming months. As a member organisation, we welcome your feedback on the process. We look forward to developing this new journey together and moving things forward, bringing innovation and rejuvenation to a long valued organisation. Louis Friderichs is the Financial Planning Institute’s newly appointed Marketing Manager
ds Reach financial planners and associated practitioners The official publication of the Financial Planning Institute (FPI) ABC-certified distribution through: • Major financial planning events • Financial planning workshops • Direct distribution to all Certified Financial Planners PLUS BLUE CHIP ONLINE Advertising queries: sales@gan.co.za www.bluechipdigital.co.za The South African <strong>Journal</strong> for Financial Planners
Page 1 and 2: Issue 76 • July 2020 www.bluechip
Page 3 and 4: CONTENTS JULY 2020 WHAT’S HAPPENI
Page 5 and 6: now more relevant than ever. I can
Page 7 and 8: Even the most skilled carpenter can
Page 9 and 10: Postgraduate Diploma in Investment
Page 11 and 12: On the money Making waves this quar
Page 13 and 14: South South Africa Africa (Virtual)
Page 15 and 16: COVER FEATURE Building momentum in
Page 17 and 18: COVER FEATURE Please tell us about
Page 19 and 20: BRAVE/5776/MMI/E Momentum Investmen
Page 21 and 22: COVER FEATURE We build diversified
Page 23 and 24: I believe that the sum of the parts
Page 25 and 26: GROWTH MANAGERS 1 2 3 1. You don’
Page 27 and 28: HAS YOUR PORTFOLIO EVOLVED THROUGH
Page 29 and 30: GREEN ECONOMY Panel on Climate Chan
Page 31 and 32: future success is the costs it char
Page 33 and 34: INVESTMENT TRENDS brought on by Cov
Page 35 and 36: OFFSHORE INVESTMENTS The currency a
Page 37 and 38: into the bear market territory in h
Page 39 and 40: FINANCIAL PLANNING What has been yo
Page 41 and 42: RETIREMENT Making the big decision
Page 43 and 44: Note: White logo must please be use
Page 45 and 46: FINANCIAL PLANNERS with their inves
Page 47 and 48: One thing that unites all CFP® pro
Page 49 and 50: In a Global FPSB survey into financ
Page 51: W e have seen some important change
Page 55 and 56: MEETING WITH CLIENTS We generally o
Page 57 and 58: ADVERTORIAL A significant challenge
Page 60: SUCCESS IS BETTER, SHARED. * We’r

Blue Chip Journal Issue 76

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