Addressing $44 Trillion in Annual Global Spending
Dynamic is a flexible equity strategy that allocates assets without regard to style (value/growth), market cap (small, mid, large) or geography (domestic or international). Dynamic is ideal as the CORE allocation to an equity portfolio as well as being appropriate for smaller pools of assets given it offers instant asset allocation on a global basis.
The strategy invests across 3 types of brands:
Mega Brands: typically >50% of the portfolio.
Innovator & Disruptor Brands: roughly 10-20% of the portfolio.
Tactical Trading Ideas & Other Contrarian, Thematic Opportunities: market driven.
Mega Brands are the core of the portfolio and are typically highly recognizable, market leaders and have the best opportunity to reach the $1 trillion market cap club:
Customer obsessed culture
A corporate culture of innovation and self-disruption
Sell products and services that are in high demand & that delight customers
Have strong brand-love that drives loyalty & repeat purchases
Serve a global addressable market opportunity
Appeal to multiple demographic groups
Innovator Brands are typically satellite positions that can be more volatile but can offer significant upside potential as these younger companies compete and disrupt legacy consumption industries. These are the businesses that are challenging the long-term leaders for future dominance.
Tactical Trading Ideas are often short-term focused, contrarian opportunities. These can come from: missed earnings, reduced expectations, making an acquisition that appears too dilutive or over-priced, or simply because market volatility is high and trading opportunities become plentiful. Tactical trading & owning contrarian, mis-understood stocks can add significant value to a portfolio if implemented correctly, sized appropriately, and captured quickly.
All three components combined offer investors a dynamic, flexible way to invest in equities. Not being style-box constrained simply offers more ways to win over time. Below is more information about the Dynamic Brands approach.
There seems to be some merit isolating 200 of the most relevant brands serving over 70 key spending categories and updating the 200 top brands universe each December as consumer preferences change. Logically, a consumer-focused universe of stocks should be a better performer than the S&P 500 simply because the U.S. is a consumer-led economy. There’s likely $4+ trillion benchmarked incorrectly to the S&P 500 as a proxy for the economy.
This is live performance of the Brands Index, the Dynamic Brands Strategy versus the S&P 500 and the Equal Weighted S&P 500 since Accuvest took the HSUTX fund over 10/17/17
2021 Alpha Brands Consumer Spending Index: Sector Weights
Click the image to learn more about the Brands Index and how it was created.