Marketing ROI, Marketing Strategy
As firms divvy up budgets for next year, I thought it a good time to share a framework that firms and practices to evaluate and prioritize marketing programs before money starts flying around.
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...Growth Strategy, Marketing Strategy
There is much talk about digitization’s impact on blue-collar jobs, including job elimination, skill depletion, and role obsolescence. From my vantage point, the risk is just as high, if not higher, for many “white-collar” jobs. The phenomenon is hitting some experts...Marketing ROI, Marketing Strategy
When a prospect asks for a brochure, what is s/he really saying? “Wow! I really love what I am hearing. I want to share your brilliant solution with my colleagues. But, there is no way I could articulate your sales pitch as well as you. I need a brochure to do it for...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...Marketing Leadership, Marketing Strategy, Prudence
For four weeks, I have the pleasure of being in Rochelle Moulton’s inaugural Instant Authority program with a group of talented professionals from firms big and small. The goal of the group is to parlay our talents, experiences, and point of view into a one-of-a-kind...Marketing ROI, Marketing Strategy
What does the voice of the client look like? I recently spoke to a former researcher for Leo Burnett about voice of the client. She was describing her passion for getting to know her clients’ customers and their ideas through focus groups and one-on-one conversations....Marketing Strategy, Most popular
What is Marketing’s Role in Your Firm? Every year about this time cyclists ramp up an enduring argument. If you are a cyclist, you know where I am going; it’s the great base-building debate. There are two schools of thought. The first is...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...Culture, Marketing Strategy
Identifying your firm’s focus is critical to long-term growth. The most successful firms are clear about who they are, whom they serve, and what value they deliver. An example of leadership, ingenuity, and selfless collaboration In the movie Apollo 13, after the...