As you know, the investment category, stocks, bonds, funds, etc., is about as fragmented a category as one can find. My book, KILLER BRANDS, notes that there are more mutual funds traded than there are even individual stocks.

How do you differentiate in such a crowded category?

If you drive up I95 between Ft. Lauderdale and Boca Raton you will see a billboard for an investment firm with a differentiated focus. “We specialize in Municipal Bonds.” Here is a firm that has taken a stand. And in the right area for their target audience.

If you lived in this area, you might very well be retired, and tax free municipal bonds would be very interesting to you. There is no doubt in my mind that you might call this firm. I don’t remember having ever seen another investment firm that drove a stake in the ground and focused on anything, much less muni’s.

If you have the same reaction as I did, then you can see the sheer value of FOCUS, the first principle of the KILLER BRAND.