After Coca Cola told us Coke was the real thing and Nike bullied us with ‘just do it’, Heineken’s claim that its beer could reach the parts other beers cannot reach seemed charmingly modest. Yet, like the best advertising slogans, Heineken’s became generic. You can apply it to whatever you want, which is handy because it gets to the core of what exchange traded funds (ETFs) are about – they get to the investment themes that other securities cannot reach.
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