The Intelligent Investor’s share advice service was experiencing minimal growth. Hoyne identified a disconnection between the brand’s existing style of marketing and the principles on which it was founded - honesty, transparency and performance.
Hoyne recalibrated the focus, clearly setting the business apart from the ‘get rich quick’ mentality of other share services. The strategy focused on communicating the Intelligent Investor’s ability to find value stock, even in bear markets. In other words, finding the positives in a negative environment.