Our challenge was to take what was familiar and favored by many generations of investors and make it appear relevant and appropriate for 21st Century investors.  Given Adam Express’ rich heritage, including paying a dividend for over 80 years, we positioned the fund as a foundational asset in a conservatively run portfolio.

The re-branding centered on the new tag line, “Generation After Generation, We Grow with You.”  This was a tip of the hat to the families who held Adams Express shares and handed them down from one generation to the next.  This was a very important target audience.  We learned from research that most shares were sold when the ownership of the fund was being transferred to a new owner.

The tagline and subsequent communications also positioned the stock worthy of being included in the portfolios of new investors because of its longevity.  At the time, there was great deal of upheaval in the market due to the volatility of the “dot com” shares.