Creating an “Umbrella” Brand: Brand Mistake No. 10

Creating an “Umbrella” Brand: Brand Mistake No. 10

“Master brand” is a term used frequently in professional services.  A master brand allows a firm to present itself under a single moniker, one visual identity, one value proposition, and one tagline. Either no sub-brands exist or those that do are properly subservient...
We Suck Less

We Suck Less

Imagine being a CMO or agency partner proposing this tagline and positioning statement to a managing partner or group of practice leaders:   “We Suck Less.”   How do you think that idea would fly in the boardroom? Would you want to use it for your firm? Do...
Choose Your Value Proposition Words Carefully

Choose Your Value Proposition Words Carefully

Professional services attract some of the best and brightest people in business. We matriculate to top schools and graduate at the top of our classes. We are star athletes, cheerleaders, debaters, musicians, student council members, and more. We are competitive,...
Is Your Firm Suffering from Brand Envy?  Mistake No. 4

Is Your Firm Suffering from Brand Envy? Mistake No. 4

One of the most common refrains I hear from partners who are feeling the rebrand bug is that they feel their firm’s brand is not “cool” or “hip” enough. They want to be associated with a cool brand like Apple, Nike, Facebook, or “Fill in the blank.” Every...
The 3-in-1 Drivers of Brand Preference

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...

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