The Generous Act of Marketing

For the past 20 years, the B2C marketing profession has been moving in the direction of professional services. These consumer-focused companies are finally learning what...

Latest posts

The 3-in-1 Drivers of Brand Preference

Attributes that drive brand preference are akin to biblical laws. The Old Testament laws numbered 613. When Jesus was asked which of the laws was most important, he consolidated them all down to one; “Love the Lord your God with all your heart and with all your soul...

The Unnatural Act of Cross-selling

by Jeff McKay and Ted Harro The whiz kids from your expensive strategy consultant will often tell you that cross-selling is the solution to your firm’s growth challenges. “If clients like and trust your tax, they will like your IT consulting,” they say. “If they like...

4 Steps to Align Buying and Selling Mentalities

My marketing education began before kindergarten, but I "officially" began working in my family’s auto parts business when I was thirteen years old. By working in our company’s many stores over the years, I came to appreciate the business, our employees and our...

When It’s Time to Reinvent the Firm

At some point, the capability, service or consulting model that built your brand becomes commoditized, trite or simply out of fashion in the business world. You have stopped growing and redesigning your logo isn’t going to fix it.  It happened to actuaries at the HR...

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