The Quest for the Perfect Professional Services Tagline
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...Tell Me a (Marketing) Story
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...Marketing Lessons from a Sports Stadium Classroom
When I was a kid, my dad used to take me to St. Louis Cardinal baseball and football games and to see Blues hockey. I can vividly recall learning at a very early age when and how you pulled the goalie, sent the runner (that cost me a dollar on a sucker bet with my...The Delusion of Managing a Professional Services Brand
Can you really manage a professional services brand? Sure, you can choose a positioning, manage brand architecture somewhat, write a great tagline and boilerplate and control the visual identity, but those things really aren’t what professional services brands are...Brand Architecture in Professional Services: Curing “I-didn’t-know-you-did-thatitis.”
Why do your clients buy services you offer from other firms? It happens time and time again. You learn through the grapevine or through a loyal client that another client has just chosen a competitor for a service that you provide. When you ask your client why he...Professional Services Brands and the Tiffany Blue Box
How many times has your firm rebranded? Maybe a downturn in business or the arrival of a new marketer has signaled to someone that it’s time for a new visual identity: new colors, a new logo, a new tagline. If you’ve been around for a while, you have probably traveled...“We want a brand like Apple.”
Many firms want a brand like Apple, but they lack the vision, courage, grit, or culture to create what is behind it.
