Brand Strategy, Marketing Leadership
Whether working with a client or hiring a new marketing team member, there is a single question that tells me most of what I need to know to help a client or hire a team member. Before you read any further, write down the answer to these questions: 1. What is the most...Brand Strategy, Marketing Strategy
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,...Brand Strategy, Culture
I advise my coaching clients to ask others a peculiar and uncomfortable question for feedback:
Brand Strategy, Marketing Strategy
More money, time, and resources are squandered rebranding entire firms when all firms need to do to drive growth is to build familiarity of the firm’s capability in a smaller, well-defined market segment, service, or industry. At the heart of this mistake is confusing...Brand Strategy, Marketing Strategy
Professional services leaders and marketers often look at B2C companies as the yardstick for branding and taglines for their own firms. Nike, Apple, and Coca-Cola are brands that often come to mind. We are familiar with them all and have probably been “inspired” by...Brand Strategy, Marketing Strategy
I am astounded at how asinine marketing stories can be, particularly in the consumer world. The latest marketing story to catch my ire is the Lincoln commercial with Oscar winner, Matthew McConaughey. The commercials have McConaughey riding around in a Lincoln product...