Tell Me a (Marketing) Story

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...

“We want a brand like Apple.”

Today, I heard another partner at a professional services firm express a desire to “have a brand like Apple.”  Every time I hear that request I chuckle.  Why?  Because so many people do not know how unique Apple is and how Apple’s brand came to be Apple’s brand. I...

Brand the firm or the people?

I am often asked by leaders and marketers of professional service firms whether they should emphasize the firm’s brand or the personal brands of its partners and thought leaders. Normally the argument goes something like this: “This firm has been here for...

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