The Virtus multi-manager platform is not unique but performance of its funds and standout sales team is what sets it apart from the competition, according to financial advisors who use the funds for their clients.

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And that is what happened in 2010 when Australian Rugby League team the Melbourne Storm were caught systematically breaking the competition's salary cap.

BBC: Business

While he knows that the recipe for brand success includes having a simple idea and executing it with discipline and laser focus, he and his team also know that another rule for brand success is to look hard, very hard, at what the competition is doing before establishing a differentiating idea on which to stake a claim.

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