Being totally honest, we’ve stolen our pun on the name of modfather Paul Weller’s second band from the team at Société Générale Cross Asset Research, which has been publishing research into investment styles under the ‘Style Counsel’ heading since the early 1990s. When your day job is crunching financial data the desire for levity is understandable, but, as $429bn (£344.52bn) of assets invested globally in smart-beta exchange traded funds (ETFs) demonstrates, identifying the granular style factors that systematically drive equity returns is a serious business.
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