In late 2000, Satrix became South Africa’s first provider of Exchange Traded Funds. It was launched as an innovative investment product for early adopters. In 2003, Varder Hulsbosch was appointed as the brand development agency. Believing that the early-adopter positioning would limit Satrix’s market, we adapted Geoffrey Moore’s Chasm theory and re-positioned Satrix as a product for pragmatic investors.
Some eighteen years later, the brand has become a lighthouse for people navigating the seas of investing. Working with small budget in intensely contested industry, we couldn’t be prouder of this assessment.
“Generally speaking, the buyers don’t know about the technicalities of the product, so there is a need for brand cognisance and Satrix absolutely has that… If you’re going passive, Satrix is the obvious one. It comes to mind first and it takes you a while to think of the others.”
BDRC: Satrix market profiling study
