Marketing Through Uncertainty: Strategies for Resilient Brands

In today’s landscape of economic uncertainty, shifting political landscapes, and evolving client expectations, leading financial services brands are embracing the moment—not just weathering the storm. At a June 10 event hosted by the Chicago chapter of the Financial Communications Society, marketing and communications executives from Morningstar, Northern Trust, and Nuveen shared how their teams are navigating an unpredictable world to better position their companies’ brands and deliver compelling content that resonates with clients.

A Brand Built for Resilience

As social and political issues grab headlines and demand the attention of investors, it’s important for marketers to remember that brands aren’t built on what’s in-the-moment. Content should reflect a firm’s enduring values and remain focused on what matters most to their clients.

Tara Giuliano, CMO at Nuveen, gave an example of this concept in practice. She noted that 2025 began with hesitation, as many investors were looking for clarity from their managers. At times like these,” she said, “values like reliability and stability resonate.” Nuveen’s recently launched brand campaign, Invest like the future is watching, reflects those values.

To reinforce its brand as one that is grounded in authenticity, Nuveen developed an evergreen yet responsive message, created compelling content to support that message, and empowered their workforce as spokespeople for the brand. In doing so, Nuveen reinforced their position as a stable firm that withstands trends to meet clients’ needs.

A Good Time for Dialogue

“This is the moment clients really want to hear from us, are engaged, and most in need of guidance,” said Angela Gholson, head of wealth management marketing at Northern Trust. Gholson noted that times of heightened uncertainty make clients more eager to talk and open doors for deeper conversations.

Gholson emphasized the importance of leading with advice, not products, in marketing and sales communications. Content should reassure clients that the organization is acting with their long-term goals in mind and not over-indexing to short-term market movements. Materials that are developed in conjunction with subject matter experts and thought leaders who have “ears to the ground” can quickly and efficiently address client concerns. Further, for clients who are pursuing investments in the rapidly changing world of sustainability, impact, or other purpose-driven investing, marketers should convey a message of partnership to help clients navigate their path.

Being Intentional about Innovation

Innovation doesn’t happen by accident. Whether using AI to modernize their processes or creating new types of content to support evolving asset classes, marketing teams are actively seeking and embracing new ways to help propel their organizations forward.

Stephanie Lerdall, head of corporate communications at Morningstar, shared how her team is using marketing-specific AI tools to help create targeted content and streamline workflows—unlocking more time for strategy and creativity. But teams are also pushing the envelope of today’s AI capabilities. They are using AI to refine messaging, challenge assumptions, and strengthen relationships by efficiently delivering specific insights to those who need it most.

“However you choose to innovate, the key is to just get started,” Lerdall said. She stressed how early results and “quick wins” can help foster buy-in from senior management and adoption at the firm.

Of course, any discussion of innovation and disruption in the investment industry wouldn’t be complete without diving into private markets. Panelists discussed how building awareness and overcoming objections in the wealth management channel requires engaging with advisors who have vastly different levels of familiarity and comfort with private investments—and equipping them with tools to have conversations with their clients. While end investors generally see the value in accessing non-publicly traded investments, advisors need content to educate their clients and help them contextualize the liquidity risk, additional paperwork, and other perceived hurdles of private markets.

About the Author Craig Darrah is director of content development at Wentworth Financial Communications. He has over two decades of marketing and communications experience in asset management, with deep knowledge in traditional and alternative investment strategies across public and private markets. He provides Wentworth clients with creative, compelling, and persuasive materials that feature crisp narratives and strong visuals.