Brand Strategy, Growth Strategy
Most professional services firms say they want a stronger brand. What they usually mean is more visibility, better messaging, or a cleaner website. Those things may help at the margins, but rarely do they change outcomes. What actually determines whether a firm wins...Brand Strategy, Marketing Strategy
A few weeks ago, I asked ChatGPT a simple question: Is there a patron saint of marketers or consultants? It was half curiosity, half spiritual experiment, an idle wondering born from the intersection of work life, spiritual life—and the need for help. What I found, of...Brand Strategy, Marketing Strategy
Most professional services firms talk about thought leadership as if a blog post or white paper will set them apart. In reality, standalone thought leadership alone rarely drives superior growth. At best, it generates visibility. At worst, it adds to the market noise....Brand Strategy, Marketing Strategy
Accenture’s Renaming Consulting Reinvention: A Masterclass in Building Brand Preference In the increasingly noisy landscape of AI-led transformation, Accenture has done something few consulting firms manage to do well: it has taken a familiar story—digital...Brand Strategy, Marketing Strategy
The Logic Behind Professional Service Channel Choices: Right for Thee, But Not for Me I hate personal injury billboards. While their ubiquity makes me nauseous, I appreciate that they are utilizing the right channel for their target market. Every professional services...Brand Strategy, Marketing Strategy
Why do your clients buy services you offer from other firms? It happens time and time again. You learn through the grapevine or a loyal client that another client has just chosen a competitor for a service that you provide. When you ask your client why he chose a...Brand Strategy, Growth Strategy, Marketing Strategy
In The Marketing Trend Devouring Your Core Business, I described how SaaS companies are using content marketing to aggressively commoditize traditional professional services firms. This week I offer some suggestions firms can put in place to immunize themselves...Brand Strategy, Marketing Strategy
A growing number of Americans self-describe as “spiritual, not religious” or have given up on God and religion altogether. In fact, several empirical studies show that America is becoming less religious. For example, Pew Research shows that the Christian population...