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With increased competition coming from all directions, it’s critical now more than ever for investment advisory firms to really define who they are so their target markets will draw the desired conclusions when evaluating potential investment managers. This method of differentiation should really become the cornerstone of any firm’s identity. And with the proliferation of “robo” platforms offering discretionary investment management services for as little as 0 bps, there’s never been any time like the present to solidify your firm’s identity across all forward facing assets.